Apple IS designing its own CPUs. They have been designing their own CPUs since their A4 processor.
Apple has an Architecture License with ARM [1]. Other companies with the same license include Qualcomm, Samsung, Nvidia, and Broadcom.
These licensees have full architectural freedom with the cores as long as they are ARM ISA compatible. For example, Apple has added custom instructions in their M1 processor [2].
So, an Apple ARM processor core is different from a Samsung ARM core is different from a Qualcomm ARM core.
[1] https://www.anandtech.com/show/7112/the-arm-diaries-part-1-h... [2] https://news.ycombinator.com/item?id=25559145