legacy. being over confident about their fab innovating faster than competition made their design side take the second seat and not innovate. There wasn't a real need for big design innovation although a lot of R&D spending happened on design. Plus they didn't diversify their product portfolio. They missed the whole mobile market because of this, likewise the GPU and accelerator market.

When their fab hit a rock with 14nm and 10nm process tech advantage was more. This gave rhe edge to all other design companies and made it clear that how behind Intel was on design front.