Intel's CEO change may save them, but they're definitely facing an existential threat they've failed to adapt to for years.
Amazon will move to ARM on servers and probably some decent design there, but that won't really reach the consumer hardware market (probably - though I suppose they could do something interesting in this space if they wanted to).
Windows faces issues with third party integration, OEMs, chip manufacturers and coordinating all of that. Nadella is smart and is mostly moving to Azure services and O365 on strategy - I think windows and the consumer market matter less.
Apple owns their entire stack and is well positioned to continue to expand the delta between their design/integration and everyone else continuing to flounder.
AMD isn't that much better positioned than Intel and doesn't have a solution for the coordination problem either. Nvidia may buy ARM, but that's only one piece of getting things to work well.
I'm long on Apple here, short on Intel and AMD.
We'll see what happens.