everyone is a pundit with the benefit of hindsight. Intel made the best decision with the available best information. Moreover, Apple is a notoriously difficult

everyone is a pundit with the benefit of hindsight. Intel made the best decision with the available best information. Moreover, Apple is a notoriously difficult partner that will extract every penny from its suppliers. What if Intel did invest few billions to support Apple and then Apple went ahead and did their own chip, like they do now, leaving Intel with costs that cannot be recouped. Same pundit will say "Intel was stupid to spend so much on Apple." Love it or hate it, Intel still has the right technology and products to appeal to a broad market and make good money. One cannot expect to win every market, you can try if it makes sense and you should know when to walk away.