It doesn’t matter that much for Broadcom customers. Apple isn't going to sell their chips to anyone else. It's the same situation with CPUs where Apple has a core that's as good or even better than the best x86 CPU. Neither Intel nor AMD are particularly worried because they don't really compete against Apple directly and Apple won't sell those chips to anyone else of the companies who buy CPUs from AMD/Intel.
The only people who see any benefit are Apple customers, but If place this into the category of nice to have, but not the kind of thing I'd expect to notice. No one is particularly threatened by Apple's chip being better because Apple doesn't sell chips, they sell iDevices.