It’s wild what Apple marketing comes up with
Performance per watt has always been a major concern of chip manufacturers. Sure, they have increased the amount of watts you can throw at a chip without melting it (8086 used 1-2W) , but the most significant improvements have been towards making less watts give more power.
I can appreciate not liking Apple, there are plenty of valid reasons. This is not one of them. Their CPUs are state of the art and took both Intel and AMD with their pants down.