[criddell]

> Apple would need a very good reason to produce their own ISA

I think it's pretty much a no-brainer for them to at least try. They have so much cash available that spending a few billion dollars on a moonshot has little downside and crazy potential upside.

When they push Intel to advance on some front, those benefits are enjoyed by Apple competitors as well. If Apple brings it all in-house, they can try to stay a generation ahead of Intel. With the amount of money they have to throw at the problem, they could starve Intel of some key talent and hurting Intel will hurts Apple's competitors.

[monocasa]

They already did that in the 90s when they collaborated with ARM on their first chip as a company split off from Acorn. This chip was the ARM610 for the Newton. It is pretty much the predecessor to every ARM chip sold today, with the possible exception of the Cortex-Ms.

[jsprogrammer]

New 15-second Apple spot: We'll hurt everyone but ourselves.

Edit:

We'll hurt everyone, maybe even ourselves.