I think you have to take into consideration that Apple has been providing their offerings for over a decade now (starting with A4 in 2010) and have their own special license to design their own chips that use ARM instructions, while this is I believe Google's first offering and it is done through Samsung and is sort of like an exynos+ rather than a completely new design.
Maybe after a few more iterations it will be more competitive, maybe they actually get to design their own architecture or they could do the Google thing and just give up a few years from now and sunset tensor.