They are making themselves more different from the rest of the market instead of "the same but better" which brought people back to the mac in the first place. It used to be as a normal person you bought the latest Mac and it came with the latest i7 and you didn't even think about it and none of your friends on PC could say anything bad about it because it was the same chip they had. Now it's like woo M chip is so different and fast look at my new Mac guys and then your friends who have PC say actually it's not faster it's just more power efficient and now the seed of wondering if Apple is really better has been planted whether or not it's totally true. I've already started seeing this happen on forums. The average person buying a Mac doesn't want to have to think about the nuances of specs and once they start digging into specs they might find themselves buying a PC instead. But we'll see, maybe the past won't repeat itself this time.