Earlier quoted context omitted.
>Roughly 40% of their revenue is consumer chips where, apart from some games optimisation, they are no longer standing out from the crowd, and the leader is arguably Apple, with AMD doing well. You lost me at Apple. Apple owns around 15% of the PC market space and almost the entirety of that is Intel-based systems. Outside of HN, nobody cares about the M1 chip, it isn't a selling point to my mom or her friends. If so…
Not sure of the source of your 15% but I'm willing to bet that by value it's more - no Celerons in Apple's line up. Plus Apple wouldn't be going down this route if it didn't expect to grow market share - and although people don't care if it's M1 or i5 they do care if the experience is better. Then Apple's success with the M1 will spur others - I would not be surprised if Microsoft follow them down the same route.
Marketshare is not what Apple is about. Apple is about profitability and control. Their move to own silicon is driven by improvements in the reliability of their build pipeline (no more waiting for tic-tocs and whatnot) and tighter control / integration of their whole stack (same arch on phones and pc). That these chips happen to perform so well that they are potential market-growers, is a welcome coincidence.