Fact is, mis-placed corporate focus and the sense of superiority kicks these companies off top spot.
Intel, as it stands this minute IS next.
They can’t price like ARM, they don’t have the scale that ARM devices have - those two things are what Intel usually relies on itself to dominate competitors (eg like AMD).
Add to this that Intel really is focussed on growing its business outside of chips and continually dropping the ball on the chip side (how late is CoffeeLake? Can anyone understand their marketing kefudgery with the generational mixture of chips?) and it’s an absolute recipe for corporate implosion.