I'm very hesitant to define competition as "can't sell to them because they make theirs in house". Losing a sale isn't competition. Competition is someone threatening to take your clientele from you with their own offering. Apple can afford to design and use its own chips, but they're in a pretty unique position to do so. It's not like every other consumer of their chips is going to say "hey, if it's that easy, I'll do it too".