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I can imagine one asking the same question with regard to the value of custom chips in phones, just prior to the appearance of the M7 through M9.

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It's all part of the apple bullshit marketing:

"Chipworks found that the M7 most likely is a NXP LPC1800 based microcontroller called LPC18A1. It uses an ARM Cortex-M3 core with a customised packaging and naming scheme indicating that it is for an Apple customized part"

https://en.wikipedia.org/wiki/Apple_motion_coprocessors

That may be true, but for the purposes of the above question, the name of the thing doesn't really matter so much, does it?

I wouldn't question the usefulness of vertical integration of chip design for phones, but I do for cars.

Cell phones have power and size constraints that cars don't.

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