It has nothing to do with "manufacturing". That's the only thing Intel still does well, at all. Their manufacturing prowess is probably the only reason they can still sell CPUs. It certainly isn't their "architecture" . We can see that by how easily a company a fraction of the size and R&D levels beat them at their own game.
I'll break it down for you:
One company has a small market cap, but it innovates. Brings all sorts of new technology to the market and consumers (HBM, Infinity Fabric, Etc.). Doubles the amount of cores on consumer CPUs for the same price.
The other company has a huge market cap, 10x the number of employees. It sits on its laurels, rakes in cash, does not innovate. Spends most of its money on PR stunts like "5Ghz" chilled-water 28 core CPUs and "wearables". Has no roadmap, no plan to introduce new technology... and instead of trying to develop one it engages in anticompetitive actions.
Which company is "great"?