They grow complacent, doing incremental upgrades with numerous security flaws for years, then act surprised when Apple grows tired of it and does their own thing, try and fail miserably to do an antagonistic ad campaign against Apple because they're upset at Apple when it's their own fault, and now finally admit that Apple's done "a pretty good job" (so still doesn't even sound sincere) and act like they have a chance after falling so far behind of getting Apple back. Yeah, good luck. Even if there were to somehow miraculously make a huge improvement in their processors to actually outperform Apple, both in raw performance and efficiency, Apple still wouldn't likely switch back. They prefer to have control over their components, not to mention they wouldn't want to risk switching back only to have Intel become complacent again. They're leaving Intel in their rearview and Intel just can't accept that.