It is never right to go Intel.
Apple is trying to live up to its own mythology but it didn't want to go to Intel it had too. Intel saved Apple. Microsoft saved Apple when Jobs came back with money and Office for Mac. Samsung, Qualcomm. Gorilla Glass made the iphone possible.
No doubt apple can create a powerful chip (much smaller companies have done it with ARM help) and will use it to fudge together a copy of the Chromebook but this can't be sustained in the long run. Institutional buyers don't like closed systems. Competitors who listen to their customers will continue to innovate. Those with new ideas for applications won't jump through hoops to play in Apple's game. Each version of this chip will be more and more outdated until at some point a CEO will say that apple isn't a chip company. It happened before though it took years to happen.