Just a quick comment on this. This is standard business practice and something all companies do. Otherwise they would ship a very strong product and generate massive initial demand (likely without the means to satisfy this demand) and then suffer lacklustre sales for a while. That's not good business.
I'm thinking maybe my language hasn't been clear enough in distinguishing what I do think is standard practice from what may happen at some companies in some cases but which I'm fully convinced is not happening at Apple.
What is standard practice is incremental improvements coming from incremental development. A company has limited capacity to innovate because it has limited resources available to it (for Apple this is mostly due to the pool of qualified engineers), it is limited in its ability to communicate among a large team, it is dependent on technology improvements outside its control (N5P, N4P), and risk due to design changes compounds non-linearly. So an engineering team makes improvements in steps.
That is the model I see Apple pursuing, and they're taking larger steps than most.
What is not standard practice is making a technological advance and withholding it from the market so that it can be delivered in bits over the coming years. In this thread the (very suspect) claim is that Apple has already created a part capable of 60% improvement but will be delivering that 20% at a time for business reasons. I've personally never seen that done.
And it doesn't make sense from a business perspective either. It implies you've made a massive engineering investment but then aren't seeking a rapid return on that investment and it implies the engineering team has nothing left to do because there's 3 years of improvements already in the pipeline. It gives the competition more time to catch up and leaves the company less directly competitive at every release. And, while there's always pressure to have consistent quarter to quarter results, the time value of money means that revenue today is worth way more than revenue in the future so best to get it while you can.
The best business plan is take as much as you can get as quickly as you can get it and have faith that there's more to come.
The one situation where the latter approach might make sense is when technological improvement is received rather that developed. But even in that case, when Apple was only getting sporadic processor improvements from Intel, they chose to space out their product releases and roll system level improvements into the same releases rather than keep making unimpressive intermediate releases.
So maybe Apple releases a major P-core update that delivers massive improvement in one chunk and then has to wait for the next process generation for the next big leap. It's not like there aren't a million other parts of that chip that their engineers can turn their attention to in the mean time with the benefit of incremental process improvements along the way-- and other parts of the product (display, cameras, etc) and other products that can provide the intermediate sales.
I'm devoting more words to this than it deserves, but I'm not happy with how I'm explaining it. My point is that there's no good business justification to withhold product improvements. There are technical reasons to develop incrementally. I think people on the outside see the incremental development, don't understand the technical challenges, and take a cynical view that something is being kept from them.
The thing is, if Apple wants to compete in the high end desktop/workstation segment, they need hardware capable of substantially better performance peaks than today. So yeah, I wouldn't be surprised if their upcoming designs end up 50-60% faster on some products, for those reasons.
Do those applications really need single core performance though? Most of those applications need multicore (otherwise they could just run on one fast core in a Mini).
I lose track day to day what the latest benchmarks say, but does seem like if you live close enough to Hoover Dam you can get an Intel processor to win on a single core benchmark-- so there is a motivation for Apple to finally drive a stake through the heart of x86, but I can never convince myself that they even really look at the competition that way. Apple most often appears to set a course that they think is right and then largely compete with themselves and their internal expectations.
And I am sure that Apple has more tricks up their sleeve (with the obvious one pursuing higher frequencies).
No doubt they've got more to come. It's been really exciting to have true innovation in the processor space again.
A quick comment on this — I think there is all reason to believe that the VR headset will be simply based on M2. VR is all about energy-(and bandwith-) efficient high-res rendering and Apple has been slowly building this kind of technology. A15 brings on-the-fly compression to render targets and Apple has had variable rate rasterization since A13. With these, they can probably achieve 6K-like quality while using 2K or lower actual render target.
It'll be interesting to see what they do. If Apple succeeds in making a breakout device here, the world is going to have it in pieces quickly enough to find where they hid the magic.