It's a complicated issue for sure. Apple can pull off things like the architecture transitions, or the moves away from 16, then 32-bit software because they control the Mac hardware and OS. MS can only write software for existing hardware, OEMs can only use Microsoft's OS. Neither can make any major changes without the other. Microsoft has done their part, but there really isn't anything comparable to M1 readily available. I'm sure there will be pressure. Microsoft would love to be able to offer Surface hardware that can match M1, or even design an Xbox that can fit the power of the Series X into the form factor of the Series S.
I'm sure we'll see more ARM on Windows going forward, just as I'm sure we'll see more ARM in servers. There will be demand for ARM-based Chromebooks to compete with M1 as well.