2003: Intel deliberately went for a lousy microarch for desktops
It's not correct: Pentium 4 was released late Autumn 2000 and first models were slower than Pentium 3.
Intel can't compete on price, the other competitors are happy to live with lower margins and turn those savings into OEM profits or a lower street price, either way Intel is not the first choice.
Apple, Qualcomm or smaller players don't need to inwest billions and billions dollars into technology process and manufacturing plants like Intel.
That's the main reason why Intel don't like low margins unlike it's ARM competitors.