Apple with A9X is embarassing Intel. Apple with their aggressive die sizes is telling Intel to up the game. My guess is A9X is closer to 150 sq mm. Sure Apple needs more die size than Intel but who is stopping Intel from increasing die size on their mobile chips. Right now its clear that Intel has gotten complacent due to lack of competition from AMD. Hopefully Intel gets the message from Apple and starts going for 140-150 sq mm mobile chips.
I don't understand why the view is "OMG INTEL SUX" rather than "Wow, Apple did a damn fine job" with its CPU?
Intel is a merchant chip vendor that is fundamentally in a different business than what Apple is in. Apple makes a lot of money selling fully functional devices; SoC cost is an important but relatively small part of the bill of materials of an Apple product.
SoC cost is literally everything for Intel; it needs to make sure that the die sizes of its products are cheap enough to produce in order to support many customers offering products at many different price points.
Think of the A9X as a custom ASIC designed by Apple for Apple products (which is actually what it is). This gives Apple certain freedoms that a merchant chip vendor like Intel doesn't have.
Also remember that Apple releases precisely two SoCs per year -- Ax and AxX. Intel has to spend its efforts building chips/platforms for many different market segments, so it can't focus in the way that Apple can.
Apple has achieved something truly excellent here with the A9 and the A9X -- these are wonderful chips and are the product of first class engineering and a laser-like focus on a handful of great products. But to criticize Intel because Apple managed to deliver an SoC with competitive single-threaded performance doesn't seem fair to me.
That being said, I think Intel can maybe stop with its claims that Core m is "twice as fast" as any tablet out there because that claim is now very clearly and patently false.