It&#x27;s a curious thing in business.  People will do all sorts of things to keep from losing a big customer to a competitor. Some big companies keep multiple vendors and play them off each other.  If I don&#x27;t like you this week I place an order with the other guys.<p>Intel&#x27;s weak spot has always (or at least often) been mips per watt.  Apple has a whole slew of products in the ultraportable niche and given their focus could easily have more.<p>If a custom ARM-like chip gives them the option to stop using Intel chips on everything but the MacBook Pro line, that would be worth a lot to them, even if they continued to use Intel chips on those devices.  Just the threat gets them concessions.