"Apple bought in an existing expert ARM licence SoC design company"
Being a bit of a pedant they actually bought an expert PowerPC SoC design company. A change in instruction set didn't faze them at all though, Apple's ARM designs are probably the best in the industry.
Apple licenced Samsung's ARM design until the iPhone4 was released with their bespoke 'A4' chip.
The rest of the post is spot on. The numbers make no sense at all. Especially when adding in Samsung processors in old iPhones.