Apple doing proprietary chips for their own computers only is of drastically less utility than AMD selling them to whoever and partnering with OEMs like Steam, Microsoft for bespoke designs. So Apple aren't really a rival to Intel in any real sense.

Here I was thinking of the M1 rifle.

https://en.m.wikipedia.org/wiki/M1_Garand

Right? When they get to M3 everyone is going to forget that the cars ever even existed. BMW marketing is probably scrambling right now.

Agreed. There's nothing particularly interesting with the trend.