$Apple (AAPL.US)$ could simply hold on to its chips and use ...

$Apple(AAPL.US)$ could simply hold on to its chips and use them to lure prospective customers. After all, it’s done that with the iPhone for years. Apple also previously licensed its Mac OS operating to third parties in the '90s, but killed the program, because it was cannibalizing its own Macintosh computer sales.
But if Apple does begin selling its processors to third-parties, it could take a slice out of Intel, Nvidia, and AMD’s respective market shares. And if the M1 Ultra’s performance is as good as Apple claims, that could happen more quickly than you’d think.