Ah, but the market is not efficient. Apple's priorities for very specific chips with specific interfaces and specific power requirements very likely don't alway

Ah, but the market is not efficient. Apple's priorities for very specific chips with specific interfaces and specific power requirements very likely don't always map to their vendors' own interests in selling fewer products to a wider variety of customers on timetables that match their own capital investment cycles. Apple is lucky to be a big enough buyer to have a lot of influence, but if Apple can spend a few hundred million to build a pipeline for radio chips that save them a few dollars each, and take less space, use less power, and are more tightly integrated with their OS and SOC, then it will pay off very very rapidly at their scale. And if it doesn't work out, then the market will still be there for them.