A large part of that was due to illegal action on Intel's part; giving massive rebates to any manufacturer who agreed to go Intel-only. Intel paid AMD $1.25B in compensation. Such tactics won't be available to Intel this time around.
One of those offers costed them $1.25B more than they expected but was totally worth it.
For example, Intel gets a lot of money but also "gives" a lot of money in the form of "incentives" / tip / kickbacks to a lot of hardware manufacturers and the usual palm grease to an army of managers, execs, tech "journalists", governments, etc.
To be noted, they also have been competent enough making chips most of the time.
That's hard to do when your R&D budget is shattered. Intel was fined for far less money than they caused damage to AMD.
What Intel needs to be careful about is while they fend off AMDs attacks in desktop/server also need to keep an eye on ARM coming after them on mobile. How long until Linux based Chromebooks come with Qualcomm CPUs like 7cx become standard? The chips are better than Intels low TDP offerings so long as they don't have to emulate x86_64. They could spend all their money on a phyrric victory crushing AMD only to lose a different market.
It's a tough job being king with upstarts always after your neck.