Anybody that knows the Tim Cook Apple knows that they certainly were never going to pass the chip savings on to the customer.
We still don't know what kind of uplift M2 will have. But even if it's "only" 10%, that's still more than a typical "tock" Intel year gets.
The biggest complaint I have with the M1 variants is they're all just more cores - single-core (and in most cases, perceived computer speed) is equal amongst all the machines. I expected some single-core uplift with M1 Pro for example, but got none. Maybe they are saving it for M2. Or maybe they are at the limit of what they can achieve with this fab and need to wait for 3nm for the more substantial uplift.