The damage to Intel is not necessarily the loss of Apple's immediate business. But the long-term, cumulative effect of a growing movement away from x86, and the industry's reliance on Intel as a whole.
This.
Apple may only have a fraction of combined PC sales, but the Macs are probably the highest-profile
individual models and are hugely influential, not to mention the leverage Apple get from the iPhone. When did you last see a Dell, Lenovo or even Microsoft (hardware) product launch get the same sort of press coverage (including mainstream sites like the BBC) that Apple does? Although Apple have been slipping a bit in recent years, ever since they launched the Powerbook 100, the entire PC laptop industry has been following Apple's lead (and, yeah, without the iPhone, Android would have been a keyboard/jogwheel-driven Blackberry knock-off).
All efforts so far to make an ARM-based personal computer - the MS Surface X, even ARM-based Chromebooks - have been a bit half-baked and suffered from the software deadlock: developers won't support machines that nobody buys, people won't buy machines without software support.
Apple are in a position to force the issue. Now that Tim has stood up and said that Macs
will switch to ARM over the next 2 years then you can be fairly certain that it
will happen and that a critical mass of native software will appear.
If the ARM Macs are successful - even on the scale of current Mac sales - they are going to do a
lot for the credibility of ARM as a personal computer/workstation processor - and others may follow.
Don't forget, all you "never gonna happen" folks, the mobile sector has
already decimated (at a minimum in the "reduced by 10%" sense of the term) the PC market and there, Microsoft and Intel lost out
dismally to ARM and Unix-like-OSs. The "Wintel" monopoly was founded on the idea that binary compatibility was king - but technology has moved on from that now (heck, it was
ready to move on in 1981, just before flippin' IBM stuck their name on a me-too CP/M knockoff running on a kludgey stopgap pseudo-16-bit processor and turned the industry to stone for 30 years). All it really needs is a change in mindset...
Still, Intel could always make their own ARM-based CPUs. Actually they
did used to make an ARM-based CPU (they inherited the StrongARM from Digital/Compaq) so it wouldn't be a first.
Lot of furious people who just bought the new MBA, I’d imagine.
Yes - you buy a new computer and suddenly find out that, in 6-12 months' time, something newer and better will be available. Oh the humanity...
Still, if you're running high-end x86 software under Windows bootcamp then now is the time to buy a new Mac. Personally, if I wanted to do that, I'd buy a PC...