How selfless of them ;)
In the standard Intel style (whitepapers, etc), trademarks to other companies are designated with an asterisk and a footnote to the effect of "These are trademarks from companies other than Intel. They own the rights to the name, and not us"
Intel mistakenly believe that they'll have an easier time by forcing ARM to compete at full speed, which is brilliantly ignorant of history. The very first ARM outperformed contemporary x86s at computation, and just happened to be low power, it's that they've been diverted off into low power as their reason for existing for 20 years.
ARM can, and will, redefine their instruction set dramatically to suit their needs at any time, so while the x86 world is stuck with x86 the mobile world has been through several major changes to the ARM ISA since just the original iPhone.
The Intel PR has persistently been saying "but our next one" for the last few years, and each time it's gone nowhere. They are merely performing the role of a stick device makers can hit ARM with to control prices though, but seem oblivious to this.