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The cited article awoke me to the reality that ARM of course hasn't been sitting still on it lucrative cellphone market. The issue to me boils down to this: Intel has, and can, afford to suffer significant outlays of capital for products to gain entry into new markets. They seem quite aware that the CPU computing market is likely to continue to shrink, or stay at some lower steady-state demand for a long while. There have been signs that the year-to-year losses in that market may be leveling off. The obvious (I didn't get it - wasn't in my consciousness) problem is that the 'price war' model only works if the products offered are of the same quality/abilities of what other vendors have to offer. And if that's so with ARM, it's a real problem, of course.  So, the ways they can keep AMD small and at bay, probably don't really work in other situations. That said, I think INTC has been moderately/reasonsably successful in expanding its line-up in formerly 'alien' markets/products, but ARM is a tougher competitor, given that its products are likely to be better than INTC's. I'll stick with the position I have in INTC - over the last several years, they risen from about $20, to about $35, and they're still paying a fairly decent dividend. And their R and D is usually pretty golden - the coming 'super' ss nand/flash memory will be 'killer', if, as it seems likely, that will become the standard over any other competitors going forward. At least I hope so.