I make that somewhere between two ARM cores and lots of ARM cores inside each and every iPhone. If anybody has a more accurate ARM core count they are welcome to get in touch (email@example.com)
But it should be remembered that winning a lot of design-ins does not necessarily mean winning a lot of revenue. That's one reason why many companies (and journalists) still focus on the chips. Concentrating on the chips is the one way to try and capture all the value provided to the system builder. IP licensors notoriously only capture a small amount of that value and this has led to discussions over the viability of the IP business model.
Indeed, there are apochryphal tales that the company that supplies the sticky-backed plastic films that protect screens from scratches make more money per mobile phone than ARM.
Getting multiple design-wins into a gadget would be one way to redress that imbalance if it exists and it would also help ARM reach its stated goal of being inside every digital chip.
It is interesting to note that one of the founders of Advanced RISC Machines Ltd. back in 1990 the forerunner of public company ARM Holdings plc was Apple Computer Inc.