Of course, but the average Joe does not want to wear ear protection when running their laptop. Nor do they want the battery to last 40 minutes or have it be huge brick, or have to pour liquid nitrogen on it to not get it to not thermal throttle.
Apple innovated by making chips that fit the form and function most people need in their personal devices. They don't need to be the absolute fastest, but innovation isn't solely tied to the computing power of a processor. It make sense that Intel excels in the market segment where people do need to wear ear protection to go near their products. If they need to crank in an extra 30 watts to achieve their new better compute then so be it.
We don't know the specifics of the conversations between Apple and Intel. Hopefully for Intel it was just the fact that they didn't want to innovate for personal computing processors and not that they couldn't.