Watching this event was definitely an interesting look at the top rungs of Apple. Their own corporate self-perception has certainly evolved in the last few years. I think many commentators have noted the way that Apple has tried to take its "decisive-break-with-the-past" marketing of prior years and prior hardware generations and make it something that can keep selling into the long term. Making their own chips seems like yet another salvo in that effort. For anyone interested in questions about the corporate structure of Apple behind-the-scenes, you might like this article: https://theorg.com/insights/the-minds-behind-apples-revoluti...