That said, I was wondering how Apple will leverage this *to make more money per unit* above and beyond the obvious potential of not giving money to Intel.
I don't think this is about making more money, though they will undoubtedly save money not paying for Intel's fat margins, and keep that for themselves.
My hunch has been this:
1) They will keep pricing the same when they swap out an x86 Mac for an ARM Mac
2) The replacement ARM Mac will have better performance than the x86 Mac it replaces
3) The replacement ARM Mac will have better battery life than the x86 Mac it replaces (for notebooks)
That's how they're going to market this - you pay the same price, but you get something that's faster and lasts longer on battery. They'll also tout the stuff like the NPU as bringing capabilities to the PC world that haven't existed previously (at least not as a dedicated part of the silicon, rather than running code on the CPU or GPU) though that depends more on what use developers can come up with for it. Usually Apple has a thing or two up their sleeves, either they will have developed something internally that makes good use of it, or some third party developer will have.
They could have made this transition a few years ago if they were only concerned about making more money, but they wouldn't have been able to make the claim about a performance improvement so keeping the price the same with less performance and only better battery life would be a harder sales job. They waited as long as they did until they knew they could beat the x86 Macs.
So that new 10 core iMac coming out - look for Apple to have something that beats it. Whether that's with 8 cores or 12 cores or what we'll see. The fact there's a new x86 model coming out there is an indication we won't see an ARM version of that right away. I figure the Pro models will go ARM last, as it will take them more time to get those designs ready and they'll want to insure the large and expensive applications those customers use have been updated to ARM first. No one is going to pay $5000 for a Mac Pro and run their main application via Rosetta no matter how good of a job it does.