I have become an Apple fan simply because the stuff they produce is great. I like the iPhone and iPad hardware and I am willing to pay for it. I have however been kind-of blackmailed into buying a Mac Mini box because I wanted to do development work on their platforms. Don't get me wrong. I love the Mac Mini too but despite the fact that it's neat and pretty its really just a well thought out but expensive PC clone with a security chip in it. I could throw away the OS and install Windows on it if I wanted. As I could Linux or even Google Chrome.
So, here's the thing. Apple are still trailing market share behind Microsoft. Why? Not becuse OS-X is bad. It's really quite good. They trail Microsoft because the Apple Mac is a western world toy for rich folks who can afford do drop a couple of hundred bucks or even a couple of thousand bucks extra for a sexy white box, cool design and a pretty white logo that is as technologically useful as the "swoosh" on Nike shoes.
Apple just made a big deal about the low cost of upgrade of their OS to Lion. 29 bucks gets you all the cloud enabled goodness but in spite of the fact that OS-X really is competittion for Microsoft Windows, Especially for the non-professional user, they will never break out of the niche market unless Steve Jobs announces that OS-X Lion or whatever the upcoming iterations will be called can be installed on a cheap box that a family in Bangladesh can afford.
We have an OS-X that can run on Intel hardware. Go the last step Steve. Kill the Trusted Platform Module and see how real compettition will drive an industry that doesn't need to innovate much at the moment.