You're probably right; either that or beat Qualcomm/Samsung at providing the non-Apple chips. As rafaelmn points out, 2010 may be premature, but by 2015, they should have understood.

How they fiddled and watched Apple take the phones that make a profit; Samsung/Qualcomm provide chips to the rest; and all the hyperscalers make their own arm chips in the data center while doing nothing. Absolutely nothing. Is beyond comprehension.

Meanwhile, (I think Asianometry?) pointed out that Intel's headcount was recently as large as AMD, nVidia, and TSMC combined.