Originally Posted by Rookie1337
Yeah, I hadn't even included that as the big reason but I think I was focused on the more general question of why Apple might not in the future use Zen even when it comes out. I think they'd need Zen to have as good or better performance and thermal results (since Apple likes making skinny laptops).
Assuming Apple doesn't use any Intel specific compiler optimizations for OSX then I think the only issue holding AMD back in the future is the performance, thermal, and to a lessor extent brand reputation. It would certainly be interesting to see Apple use them if just to see what kind of reaction that would elicit out of Intel.
Brand reputation should have no bearing on the deal. Apple buyers purchase Apple because they think they are the best and have faith in the company to give them a top performing product.
I doubt an apple fan would say 'I'm not buying that product because it has an AMD processor' that's more of an PC elitist thing. As a business they would be foolish to let that sway their decision as they could get a potentially cheaper product that performs on par or better.
AMD have been able to provide powerful on chip graphics solutions for a while now for the price, just lacking cpu processing power to go with it.
Zen APU with huge ipc improvements (along with DDR4) will be hugely competitive and should land them plenty of contracts.