@mntmn ARM maintains the ISA, but they have two license models.
The cheaper one gives a company access to particular predefined cores and other components to use in their chips. These interchangeable blocks have forced the blocks to be low-wattage jack-of-all-trades.
The architecture license means the produced chips have to conform to the ISA, but the ISA -> uOPs can be completely custom. Apple left out all 32-bit ISA, and added custom accelerators and tuning. Same engineers.
@mntmn Unfortunately after Acorn, desktops/laptops were a niche market for them. They make money from licensing for selling billions of chips per year, and they kept getting bought and sold. New designs are still coming to market using the Cortex A53, announced in 2012.
They've never even intervened by applying a standard for reset vector, so all the bootloaders are different per chip. A last hard stance they took was HardFP and NEON in aarch64. Cortex A9 was a mess without it (see Tegra 2).