Problem is their entire product line is based on the CISC architecture while Apple moved to RISC, which is what powers cellphones. Sounds simple "so intel should go RISC", problem is this is far from a easy move to make. What allowed Apple to do it is the fact they control both their hardware and software, so the can impose things Intel can't.

Intel can't just tell every software company to start porting their apps to a RISC model, Apple can.