Meh, ARM is a space where a number of companies are already in cutthroat competition and no one is going to walk in and totally change the game.
Apple's MO here is pretty clear:
(1) investigate their options thoroughly,
(2) back the best price/performance,
(3) possibly make some optimizations,
(4) then lock up the supply if possible.
...
And the results actually are pretty impressive, iPad 2 leaves every other tablet in the dust:
http://images.anandtech.com/graphs/graph4605/40363.png
While getting the best battery life in the category: