@cdevroe complete in what way? They produce the most widely used chips in computers and will continue to do so.
No one cares about the M1 chip outside of nerds and certainly and if you buy a laptop less than £1000 (which most people do) even less people care.
Intel have been trying for years to be come a brand outside of just the chip in your laptop - and failing.
This isn’t about competing it’s about their desire to be recognised. Think “powered by Android”, not “buy our stuff instead”.