That’s more done by ex. Compal than shrinking Intel, the myth you could trust that was shattered by their insistence up until 4 months before release date that Haswell(?) was going to hit its thermal envelope and perf targets. In 2018, iirc, that was the beginning of the end. Apple had to ship a MacBook generation that struggled with thermals for 3 years and decided to never again be put in that position. Similarly at other important OEMs.