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Soli said:

I don't understand how Intel is measuring in a different way from others, but I'm told that Apple's SoC's at 10nm are actually more inline with 14nm.

https://en.wikipedia.org/wiki/14_nanometer#Comparison_of_process_nodes

https://en.wikipedia.org/wiki/10_nanometer#10_nm_process_nodes

Engineering is about compromise. Always. The question is which compromises are made. 

Apple has repeatedly and significantly compromised on values that they claim are theirs: The high integration of RAM, SSD, keyboard, battery go against the eco-friendliness of their laptops.
They are difficult to repair. The lack of internal extension reduces the longevity of the products. (A vast amount of energy for a device is used up not in active usage but during production, so longevity is essential to reducing trash and energy consumption.)

Sadly the whole lineup is confusing:

The Air used to be the ultra-portable offering. That is now the MacBook.

The MacBook used to be affordable entry class. It is not any more. The iPad and Air are. 

The MacBook Pro used to be long-term investments for professionals through future expansion. That is now only possible externally (superbly so). But the device itself is extremely targeted to portability, kind of an „Air Pro“. There is no offering in the lineup that gives up some portability for the sake of performance (heat), reliability (keyboard), flexibility, longevity, eco-friendliness. 

I live with it by clinging to my 2012 MBP, upgraded to 16 GB RAM and 2 TB SSD. 

I keep hoping that Apple will either bring laptops with replaceable or with decently priced storage. 

I am losing hope.