You're looking at it from the wrong perspective. Intel is doing this because it's so far ahead of AMD and they have their customers locked-in, so they think they can do whatever they want to their customers' PCs.
It's a shame Google actively tried to push Intel chips in Chromebooks over ARM, when ChromeOS is virtually completely architecture agnostic, and that Microsoft killed Windows RT, too. If those things wouldn't have happened we would see Intel more in a panic mode by now, as "high-end" ARM chips start taking over sub-$400 notebooks.
Before you say "but Intel's chips are so much more powerful for $400 machines" - not they aren't. Intel has transitioned to using almost completely Atom chips (ARM chips' direct competitors) for sub-$400 machines and the OEMs went along with it, paying them ~3-5x what they would pay for an ARM chip of the same or better performance. All thanks to Intel's monopoly in PCs.
It's a shame Google actively tried to push Intel chips in Chromebooks over ARM, when ChromeOS is virtually completely architecture agnostic, and that Microsoft killed Windows RT, too. If those things wouldn't have happened we would see Intel more in a panic mode by now, as "high-end" ARM chips start taking over sub-$400 notebooks.
Before you say "but Intel's chips are so much more powerful for $400 machines" - not they aren't. Intel has transitioned to using almost completely Atom chips (ARM chips' direct competitors) for sub-$400 machines and the OEMs went along with it, paying them ~3-5x what they would pay for an ARM chip of the same or better performance. All thanks to Intel's monopoly in PCs.