Trust also changes over time. One CEO change and a company can change overnight thus causing all trust to evaporate. Normally CEOs are aware of this and don't change things and so trust transfers, but one mistake and you lose trust. It takes a lot to build back trust, but a few years of proving worthy of trust and it starts to come back. If your competitors violates trust in the mean time customers are more likely to risk you, and if you prove trustworthy the customers are likely to stay.

There are other factors than trust as well - the US government really wants intel fabs to take off and they may be applying pressure that we are not aware of. It could well be that Apple is willing to risk Intel because the US government will buy a lot of macs/iphones but only if they CPU is made in the US. (this would be a smart thing for the US todo for geopolitical reasons)