As I understand it, Apple have a direct equivalent to Intel's AMX as an undocumented instruction set on their new Apple Silicon laptop processors, it just took a while for people to figure it out because the whole thing was hidden behind an acceleration library that is implemented very differently on Intel-based Macs.
Compare that to the non-scalable SIMD instructions that mean you have to rewrite your code to take advantage of them and resultingly people don't bother to use them at all.
AMX allocates a huge die area to GEMM functionality that gets used a lot less in real numerics than you'd gather from reading a linear algebra textbook.
There are other approaches to the problems the industry faces other than 'fill up the die with registers that will never be used', nvidia and apple are going that way and that is why they are succeeding and Intel is failing.