I see lots of people saying "If only $company had an ARM device", and I don't understand it. My experience of ARM device is slow laggy janky products - from competing smartphones, tablets, router and network device management interfaces, year on year, the pairing is always (arm + fucking slow).
It's only Apple who have managed to get "desktop class" performance, and at this point I'm more willing to attribute that to Apple doing black magic than to ARM being inherently superior.
Microsoft have piles of money, thousands of developers, they make hardware, they've been working with ARM since the likes of the Compaq IPAQ PDA and Windows CE 21 years ago, and the Surface RT in 2012, their ARM devices are nothing to speak of. Google, industry gorilla of tech with the finances to match - see the famous Gruber/DaringFireball about iPhones far ahead in single core JavaScript performance year after year after year. Tech giants like Samsung, Qualcomm, Sony, who have been designing and building chips for decades, with their own drivers, firmware, and customized Android builds, and building their own flagship products.
Apple whomps in from "nowhere" with the fastest ARM device anyone has ever seen, and the critics response is "anyone could do that if they wanted to".
Then why don't they want to?
[Edit: Consider also that Apple spent $278M on acquiring PA Semi chip design company in 2008, and $600M on Dialog Semiconductor in 2018, and Microsoft spent $2.5BN on Minecraft. I say these companies "are tech giants with finances to match", but it's not like Apple had to lean hard into their hundreds of billions cash pile to do what they've done. Instead they had to do something that appears to be "black magic" (i.e. desire + leadership + execution + long term planning + ???)].