JP Morgan expects the first Apple Silicon Mac to drive innovation, cut material costs, and possibly lead to a more diversely priced lineup of Mac devices.
In a note to investors seen by AppleInsider, analyst Samik Chatterjee believes that the most important announcement at Apple’s November 10 event will be at least one new Mac model equipped with the proprietary Apple Silicon chip.
This device will officially kick-start the two-year transition to first-party chipsets in macOS devices, Chatterjee said. The transition will ultimately allow Apple to leverage the gains it has made with its own proprietary silicon.
Read more at AppleInsider.com

It’s more likely that low sales numbers of Apple computers might be the real reason for dropping prices, not their investment for development of their own chips. It was JP Morgan who shipped ammunition on the sunk MS Lusitania and lied about this war crime for huge profits.
https://gfkdsgn.wordpress.com/2018/11/20/world-at-war/