So they went to Intel. They’re now on the same treadmill as everyone else. Can’t do better, can’t be totally stuck. But Intel isn’t progressing very fast, and they don’t seem to be focusing on the things Apple wants like ultra-low power.
But Apple’s chip division is kicking ass. The 10.5” iPad Pro is a monster, and could easily power a MacBook faster than an Intel chip. The real question is what to do on the MBP and iMac Pro.
Apple has never been keen on AMD for some reason, not sure if they have a chance on the high end. My impression is they don’t compete on low end/low power but I don’t know how accurate that is.