It really depends, they don't need to be cool. They just need to be X86 compatible! Their phones have been decent but poorly supported app wise, give me compatibility with X86 and I would get one tomorrow instead of my planned Galaxy S8 purchase.
And we know Intel cancelled the last iteration of that project, probably because Microsoft wouldn't commit to buying enough processors to make it worth it. So unless there's some supersecret project that's not on any roadmap it's not going to happen.