You can say that about a company like Samsung or Sony but don't forget we are talking about Apple here, they were the first that started with this type of product in 2008 and used an unknown Intel processor in the first Macbook Air that was a
mystery to the market, they worked with Intel to create the processor that fits their needs best. Now after nearly every company have their own Air opponent and everyone use the new Intel ULV processors, it's possible that Apple will surprise us with something different.