Source?
Except, for the past couple years, they've lost the manufacturing lead and yet their cores still manage to remain competitive. You don't accomplish that by being "never more than a mediocre chip designer".
Apple probably jumped ship for a few reasons. First, ARM is inherently more efficient, giving it a big advantage in phones, tablets, and laptops. In laptops, more efficiency means longer battery life and less thermal throttling.
Second might be cost, but I don't know if Apple's volumes are high enough to amortize all their engineering costs.
Third, Apple reached performance-parity with Skylake, so there's no real downside. The upside of moving to ARM is that they can eventually have one ISA for all of their devices.