ARM Chips Are the Most-Used Consumer Product. Where’s the Money? - Businessweek

No ARM twisting

"So why isn’t ARM raking it in? The company began 24 years ago with a dozen or so engineers recruited by Apple to design a chip for the Newton, an early handheld device. From its relatively isolated headquarters, ARM focused on low-power chips for mobile devices few people used, teaming up with other companies whenever possible. While Intel manufactures its own chips, ARM licenses its designs to companies such as Apple, which customize the chips and pay contractors to make them. Intel has “spent a long time building that brand to create a perception with the consumer that it’s worth paying more for a product that’s got their chip in it,” says Segars. “We haven’t really bothered with that. We’ve bothered on making it small, making it low-power, and building a big ecosystem that thrives on choice.”"

ARM Chips Are the Most-Used Consumer Product. Where’s the Money? - Businessweek