That kind of "your tech has to loose for mine to win" mindset is probably the whole root issue. Whether it is Apple , Nvidia, or most likely both (with slightly differing degrees) posturing with that attitude. Apple isn't going to 'cave' on this because Metal is directly tied into all the rest of the Apple os instances. If Nvidia wants to pick a fight with iOS, it is going to loose.
"Apple isn't going to 'cave' on this because Metal is directly tied into all the rest of the Apple os instances." - That's the money quote...when Apple announced Metal, there was a collective "here we go again" from developers. We all know why, and I think it was pretty justifiable given Apple's history of introducing whiz bang tech and then setting it adrift after things don't go as they would like. But Metal 2 is now the underlying tech across iOS, iPadOS, macOS and tvOS, and things are turning out differently than I thought they would. NVIDIA is less likely to be deferential to Apple in this regard and we already know the winner of this competition. I think from an Apple Corporate point of view, anything, and I do mean anything, that an outside vendor could potentially do to derail the iPhone/iOS money train is going to hit a roadblock a mile high and a mile wide. Apple went to Intel for cellular modems after they hit an impasse with Qualcomm because they were going to do anything they could to not be held hostage by a company that is portrayed as a partner, but is at least one of their Tier 1 component subcontractors. Without them, no iPhone...no iPhone, there goes two-thirds of your revenue...but that is a different story for a different thread.
It isn't necessarily about "beat seat" it is about having a co-equal peer. It can't achieve a 'tie' then Apple owning the OS means they own the tie-breaker. At the end of the day Nvidia is just a subcomponent subcontractor in the ecosystem.
I have read very little about Jensen Huang, co-founder and CEO of NVIDIA, but from what little I have gleaned, he seems affable enough, but also intensely driven to succeed and dominate the market that NVIDIA occupies. He strikes me as somewhat like Larry Ellison, who was a friend of Steve Jobs, but possibly his personality and demeanor and NVIDIA's corporate culture clashed with Jobs' to a point where Steve said, "**** it, I don't want to deal with them anymore. Tim, they're out as a supplier...go call AMD, tell me which contracts we still have to fulfill so I don't have to ****ing pay them any more ****ing money, and then **** them." Pure conjecture on my part, although I am pretty sure the dialogue is spot on.
Chuckle like the "embrace, extend , extinguish" they did on OpenCL.... yeah wouldn't be surprising. But that tactic isn't necessary. When Jobs got back to Apple he announced that Apple had to leave the notion of "Microsoft has to loose for Apple to win" mindset. [ Well he also needed a giant load of MS money to keep the lights on at the time too] Apple has done better since.
Steve Jobs had a rich and rather strange history with Bill Gates that I don't quite understand. I can't tell if they actually liked each other or not. Steve never seemed to have a problem criticizing MS, but I wonder somedays if that was more directed at Steve Ballmer than Bill. Oddly enough, I think Steve was pragmatic enough to know that MS was important to Apple. I don't think it was because of the cash. I think it was because while MS owned the market, Steve always knew Apple's brand and cachet and the things it came up with could never be matched by MS. Which upon reading sounds a bit narcissistic and dysfunctional, but I digress.
Trying hard to be an extremely good subcontractor involving going to the folks running the overall project and finding out what they want to do and aligning up with their major strategic goals and looking to weave in what your goals are with theirs. A tactic that involves kicking AMD in the kneecaps (and perhaps Apple indirectly) to force AMD off the picture is a poor partner. Nvidia GPUs getting along substantially better with Intel GPUs than AMD does would be an "out compete" rather than a "push out of the way".
I
would counter that with the infamous NVIDIA GPP program - Nvidia kill GPP “rather than battle mis-information” as AMD win battle ...https://www.pcgamesn.com/nvidia-cancel-gpp
Nvidia is heading for the similar kind of bubble on Deep Learning as they had on cryptocurrencies. harvesting data from everywhere and hauling back to mega cloud data repositories has limits. On device DL/ML is coming up and will take over as being a driving force of the overall opportunity. Nvidia is spending lost of energy to dig a deeper most to slow that down but it is coming like a flood. It is more a matter of how much time they are buying until the levee is breached.
"On device DL/ML is coming up and will take over as being a driving force of the overall opportunity." Would it be too boastful of me to say that NVIDIA is not leading in this arena and that it has no competition for the A11 and A12 Bionic that powers tens of millions of iOS devices and therefore give Apple a substantial lead over NVIDIA? Or am I misunderstanding the subject relative to this discussion? I have a weak grasp of DL/ML details as it relates to CUDA and Metal 2/OpenML.
It isn't really about being a competitor. Apple gets along pretty well with Microsoft. Companies with broad footprints know they have "coopetition" challenges with other bigger companies.
I have to admit that perhaps I am reading too much cloak and dagger into Apple and NVIDIA's relationship. However, I don't see it mending ever. I certainly could be wrong, but I don't think I am.