They're of course exaggerating a little and speaking confidently because theyre in the business of selling a product and not in the business of trash talking what they sell or reducing confidence in their product.

That said the M1/M2 silicon battery life gains were a huge leap forward when they first launched but in terms of battery efficiency and power AMD has been nipping at their heels, and in due time intel will likely get it's stuff together and join them. You can already get ryzen laptops efficient enough and cool running enough that the fan is off during most light usage, and they can get hours into the mid to high teens on some models.

Likewise even macs will start to drain quite a bit when say watching an hd video 1.75x speed, or playing a video game, or encoding something using max CPU power. So while the Macs do have a power per watt advantage, you'll still need to be plugged in.

And thats BEST arm vs intel and amd as they catch up. Samsung, google, and qualcom dont really have anything like the m2 at play and while qualcom is rumored to be close the samsung fab'd chips definitely arent.

So as things are the death Intel and AMD has been greatly exaggerated and in part due a combination of the usual apple hype combined with that hype being VERY VERY justified this go around.