Apple silicon is winning in performance and power consumption. It's not quite the same as the old Intel based generation, where they were more like premium/well built machines with good screens and hardware.

Now some people would like to use that top of the line Apple silicon but without MacOS that comes with it. I doubt this is a huge threat to apple but it's also not a huge market for them. From what I understand they are not actively impeding it but not actively helping it either.

I actually won a M2 laptop a while ago. I resold it, new in box still shrink wrapped because I did not care for MacOS, just a personal preference. People like me are a minority though.