Apple's on die GPUs are still very much performance parts. Let's remember that the A12X GPU with its 7 cores already is at the same power level as the Xox One S. Then remember that not only is the Mac Apple Silicon going to be a new family but it can be run at much higher power levels as a Mac does not have the same thermal restrictions as, say, an iPad.
It's very impressive from the A12X's integrated GPU but remember that the Xbox One S effectively has the same GPU performance of the original Xbox One that was released way back in 2013. That original Xbox One used a custom GPU that was equivalent to the raw performance of a mid-range GPU of 2013 (an eternity ago tech-wise).
I think it will be a number of years before Apple will challenge or surpass AMD and nVidia at the high end GPU-wise (if they do end up devoting lots of resources to try and topple them in high end GPU performance).
Regardless, the GPUs that Apple will have ready for the Macs will likely offer plenty of performance and they've never gone for high end 'gamers' as a target market anyway.
Their focus on extremely good performance per watt will likely be a winning strategy for the vast majority of mac users and others who need fast portable devices.
By designing their own silicon they'll also be able to include more custom hardware acceleration of functions relevant to workflows in programs commonly used on macs (e.g. video editing software etc.) to rapidly speed things up without ramping up power consumption too greatly.
I think this will be far more exciting and important than just chasing raw GPU performance demanded by gamers etc.
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