They write their own software. And firmware. Other OEMs can just beg their tier 1/2 suppliers to get their shit together and put components to sleep properly by making windows, drivers, and firmware work well together.
Also things like lpddr5x, ssd controller built into the SoC with cache in unified ram (instead of running a whole ass separate computer with its own ram on an m2 stick) etc
Also things like lpddr5x, ssd controller built into the SoC with cache in unified ram (instead of running a whole ass separate computer with its own ram on an m2 stick) etc