x86 is a far more complex CPU architecture which they have zero experience in making. ARM in contrast they have experience with all the way back to Newton, and it has a nice licensing preposition.
I can't see them doing something different than ARM and x86. That would be an enormous undertaking to come up with an entirely new CPU architecture.
x86 really has nothing going for it architecture wise. It just has a market because Intel makes fast chips that run existing software. ARM is a better architecture, and Apple already has the toolchain to make software run on that architecture.
If you asked two equally competent chip makers to make a fast chip, and one was given x86 architecture and the other ARM, I am certain the ones who got ARM would win. x86 is just winning today because intel is filthy rich and can pour insane amount of money on x86 to make up for all this short comings.