While I think Intel is exaggerating their marketing, their Silvermont x86 SoCs are still likely to be tangibly
more efficient and powerful than anything else on the market at the time of release. Especially anything Cortex-A15 based. Intel has a lot of advantages in this space:
1) Having a better manufacturing process than anyone else, one that is now heavily optimized for low power. TSMC's 20nm won't be available until a few months after the first Silvermont devices at the earliest, and even then it won't have FinFET so it'll still be behind in performance.
2) Tons of experience with CPU uarch design that few others in the industry have, and a lot of that talent is now horded at Apple where nothing but Apple devices can benefit
3) Tons of experience with CPU physical design that few others in the industry have, same issue with them vs Apple who bought out Intrinsity
4) Tight integration between CPU design and fab that no one else has - the only other SoC vendor with their own fab are currently fitting standard ARM cores to it.
5) Lots of experience with important uncore stuff like fast memory controllers, others in the industry are getting better at this but there's still a gap
They already did very well with the traditional Atom cores despite barely changing the uarch in forever, and that was never a very good design fundamentally.. This was without a process advantage. Now that they've caught up in process and design they're quite formidable. The disadvantage to using x86 is still there but it's small compared to the advantages they have and the cost gets smaller the more complex the cores get (they still lose somewhat to being restricted to 2-way decoders but this hasn't really held AMD back with Jaguar).
This doesn't apply to GPUs though, there you're stuck with whatever Intel puts in it and I don't think even Baytrail's Gen 7 derived GPU is going to be anything close to class leading. There's also the possibility that Intel still doesn't make its phones and tablet chips 64-bit capable, despite it being part of the uarch.
I think we're going to see some players who make tons of revenue in smartphones start paying a lot more money to try to catch up, especially Samsung who has fabs and is rumored to be doing a custom core. Who knows how things will play out in the next few years. And it's not like Intel is going to gobble up the market just because the have a CPU with the best perf/W, phone sales depend on far more than just that. But the idea that x86 automatically means much worse power efficiency is obsolete, bordering on archaic. And it's not like this is what I want, I have more investment in the ARM ISA than most of you
But you can't deny reality. The writing was on the wall for this one for a long time.
People cannot see their own BIAS but.... thanks to advancements in the mobile space. ARM SOCs are going to get much more powerful with hopefully less power usage and less heat.
Actually I think it'll be the opposite, phones are pushing the limits of power consumption now and uarchs have already plucked a lot of the efficiency tricks they can, and manufacturing processes are improving more slowly for foundries (ie not Intel). We saw a big increase in CPU and GPU power because phones have gotten larger/bigger batteries and much better power management so it's only used when needed. Once the power wall is hit you start seeing something like what you see in Intel desktop CPUs today, much more incremental improvement generation to generation, but a big perf/W lead over the next best competitor.