"The M2 family was really now about maintaining that leadership position by pushing, again, to the limits of technology. We don't leave things on the table," says Millet. "We don't take a 20% bump and figure out how to spread it over three years...figure out how to eke out incremental gains. We take it all in one year; we just hit it really hard. That's not what happens in the rest of the industry or historically."
Apple's M series chips were incredibly well telegraphed when they arrived in late 2020. Apple had been designing its own silicon since the A4 appeared in
techcrunch.com
That article has other context to that doesn't really point to exactly annual updates at all. Same article.
"...
We don’t want to leave them wondering…do they not care about us? A new phone shipped last year. Why didn’t the Mac get the love?”
“We want to reset to the technology curve and then we want to live on it. We don’t want the Mac to stray too far away from it.” ..."
Apple intends to follow the
technology curve... not some arbitrary,
non technical, iPhone release date schedule.
A major chunk of that technology curve is fab node updates. And that doesn't come in exactly 12 month increments.
If it is available Apple will take. If not they wait until it is ready. That strategy is not going get them exactly 12 month cycles.
The M-series chips are larger than the iPhone chip and sell at order of magnitude less volume ( at best if not 2 or 3 orders smaller). Apple is charging lots more to offset that but Apple 'killing off' Mx Ultra SoC every single year. Not even Intel or AMD does that in a sizably larger market.
You are very highly likely not going to see "across the whole SoC 20%" improvements every year. There could be specialized subsystems that move forward in years the CPU/GPU don't, but this is deeply flawed expectation trying to set here that much larger and harder to developer SoCs are coming to come at the same pace as monolithic dies that are 3-6x smaller.
Can already see cracks forming in that non technical iPhone every 12 month dogma where only the top end iPhone Max is actually getting any SoC increment and the mainstream phone is getting a 'de-binned' SoC update.
That quote you are pulling out is far more so a veiled jab at Intel. At one point Intel did have fab tech and design updates that they sat on for years because they were the dominate player and AMD was very busying shooting themselves in the foot. It step back from the Apple cheerleading / fanboy stage it is pretty is not the 'years ahead of the rest of the pack player here'. They don't have the single thread performance crown. They don't have the top end, power is no object graphics crown. On same fab node level their perf/watt gap over AMD or Nvidia isn't as big as it was back in 2020.
What is being said here is that Apple isn't in 'rest on your laurels" mode. That is fine but that is just going to keep them competitive. Apple really doesn't have a choice of squatting on advancements. They will roll them out as they achieve them but in no way shape or form means they are going to roll out on a constantly rigid time schedule. It is not all entirely under Apple's control.
P.S. There is only pragmaticaly only one iPhone SoC. ( the rest in the line up are 'last' or 'year before that' models). There are going to be at least four , if not five , M-Series models. As long as Apple drops one of those five in a year with a 'new' iPhone SoC then they are essentially 'showing love' to the Mac line also. Each line gets 'something' in a year.