The point is that it is a very near future, a few months away.

Apple is also bragging very hyperbolically that the NPU they introduce right now is faster than all the older NPUs.

So, while what Apple says, "The Most Powerful Neural Engine Ever" is true now, it will be true for only a few months. Apple has done a good job, so as it is normal, at launch their NPU is the fastest. However this does not deserve any special praise, it is just normal, as normal as the fact that the next NPU launched by a competitor will be faster.

Only if the new Apple NPU would have been slower than the older models, that would have been a newsworthy failure. A newsworthy success would have been only if the new M4 would have had at least a triple performance than it has, so that the competitors would have needed more than a year to catch up with it.