ARM CPU manufacturers have been doing that for more than a decade :)
Having said that, Apple's M1 was the real one that changed things, also ARM on the server is starting to actually be a mainstream thing, so I get why AMD and Intel are sweating, I just hope they can pull it off because a World where you need to buy a +$1000 aluminum box attached to the CPU you want to get is not a better World.. or worse: Doing business with Qualcomm.