Could they, though? If all the dozens or so people who could really drive a new big ARM project are at Apple, Samsung, Qualcomm, and NVidia, they might struggle to assemble a team that could make the needed breakthroughs to differentiate it. They also don't seem to have much interest from a business standpoint, preferring instead to sell $2k+ Xeons all day...and I hope EPYC gives them a real competitor.