Fair point but there are examples where customers could be using AWS / Google API's that could hide the new hardware (voice recognition would be a good example)

Fair point but there are examples where customers could be using AWS / Google API's that could hide the new hardware (voice recognition would be a good example). I guess too that for Apple there is a huge advantage to having the custom silicon on the same SoC as the CPU whereas there is much less penalty for having it on a separate chip (as per TPUs) in the datacentre.