In terms of performance, AMD spent around 10 getting to the front, 2-3 in front, then another 10 getting back in front. However until the introduction of Ryzen

In terms of performance, AMD spent around 10 getting to the front, 2-3 in front, then another 10 getting back in front. However until the introduction of Ryzen (and really EPYC) AMD hadn't been able to make substantial inroads into the market. Laptops using AMD CPUs are at their most available and they're still lucky to be 20% of any given manufacturer's SKUs. Intel has an opportunity to reclaim some of those areas with their more power efficient chips, but both they and AMD are facing more competition from non-x86 manufacturers than ever, and that competition is likely only to grow. Apple's CPUs seemed to be a product of engineering without concern for backwards compatibility, e.g.: analyze current software, make the CPU do those things well. I wonder what Intel could produce if they came at a new line of processors with the same mindset, though that would require engineers to be in charge of the company again.