I think a big part of the question is down to what Apple's competitors will do, i.e. if Microsoft will give switching away from x86 another shot themselves.
Not sure why they’d do that, the fact that Apple seems to be making consumer hostile decisions for both their hardware and software has caused me to purchase my first PC laptop in over 15 years.
Lack of compatibility or support with legacy apps along with the uncertainty of VM support for Windows was the last straw.
They can market all they want, but the decision to ARM seems to be driven by the desire to cut out the middle man for one of the most expensive components in their hardware, the processor. The more components manufactured under one roof, the greater their margins.