[at-fates-hands]

>>> They absolutely brag about their chip. They boast specs (as they boast "retina" displays and thinness and grams and materials).

Completely agree.

As far back as I can remember (Apple iMac G3) they've been touting their processors and architecture as being superior to other manufacturers, and one of the key reasons you should be using their hardware. So your comments are right on point, and something that's easily lost when most people only see is their advanced design chops.