Sure, but basically every mobile processor "is just a customized version" of some ARM design. My point is that Apple goes out of their way to control the design/performance instead of taking an off the shelf TI/Qualcomm/NVIDIA etc chip
But the context of this discussion is that getting to market with hardware is hard. "[C]ontrol[ing] the design/performance" is only going to make that more difficult, not easier, than going off-the-self.
