And Acorn (the company that invented ARM chips - Acorn Risc Machine) had the Acorn A4 http://www.computinghistory.org.uk/det/22807/Acorn-A4-Laptop... Edit: Microsoft was also already there with their Windows CE devices.
And Psion and Vtech (http://www.computinghistory.org.uk/det/30249/Vtech-I-T-Lapto...) also used ARM Chips in laptop form factor devices
So it's not really about someone beating someone else to market, just the evolution of the market itself.
http://gadgets.ndtv.com/laptops/news/macbook-pro-2016s-touch...
And speaking of windows 10 on arm... what's the deal with this Windows 10 IoT Core thing? from February and how does it relate to the qcom socs?
https://blogs.windows.com/buildingapps/2016/02/29/windows-10...