Apple Silicon launched in Mac, the first couple iterations worked/sold great. By the launch of M3 market realized it wasn't a fluke and that x86 was dead but still fundamental due to deployment at the time

Flash forward a couple more years to now it's all about efficient model training which sucks on generic CPUs so everyone is buying and designing other chips

Two big consumer pivots over 4-5 years and boom ...they're IBM and handed lifelines to shore up chip manufacturing in the US for strategic reasons but Intel essentially manufactures rotary phones right now. Maybe the fab biz will get modern designs right. We'll see