They struggle in this area with other component makers too. I assume that they think that they can do better than a company focused on more powerful chips and maybe they can in one small area but I think that it is near-impossible to beat the whole package.
apple is so afraid of ending up beholding to intel that they are trying to stay independent.
Apple are complete control freaks. They want to completely lock down their various platforms. That is a lot easier to do when you roll your own SoCs than when you buy standard MPUs and SoCs from Intel.
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