for ARM, power per watt. It's always been the advantage. Controlling the stack w/ better vertical integration as well will probably yield more coherent produc

for ARM, power per watt. It's always been the advantage. Controlling the stack w/ better vertical integration as well will probably yield more coherent product design. You can tell re how "put-together" a product an iPad or iPhone is vs. a Mac these days. While maybe not yielding direct customer, user-facing benefits, the under-the-hood benefits would definitely improve customer experience.