I suspect the big motivation for Apple is less about squeezing a few dollars more profit per system and more about shipping systems which just aren't possible on Intel's roadmap. Just putting the A12Z into the previous 12" MacBook would be a massively better computer with better battery life, better performance, and significantly less expensive. All while Apple maintains their margins.

This isn't a zero sum game. Being able to ship less expensive computers which perform better is a win for consumers and Apple shareholders at the some time.

The only loser here is Intel.