I personally will never buy a Mac, but...
They forget to mention that just a few years ago, Apple's PC market share 5%. It has risen consistently and is exploding now. Universities and colleges are loaded with them, and the majority of students own them. These students are the ones that will be shaping the future and their choices will be Macs unless something changes.
A friend of mine recently graduated from a 3 year course at University. She said that the first year, macs were few and far between. By the end of the third year, it was completely reversed. Everyone had macs, while windows PCs were few and far between. I work at a computer business with both business contracts and a storefront. When customers come in, I'd say 1 in 3 mention Macs or iPads despite it clearly being a Windows PC store. We have no Apple store here and have applied to be an authorized reseller but Apple prefers to open their own stores rather than share the profits.
At the same time, some of our business customers have been researching their software options to see if they can convert to Macs. They're under the false assumption that Macs are more secure and reliable. We are generally able to set them straight with informed consulting but the fact they are looking at all is disturbing.
Check your facebook status updates and you'll find people complaining about their PCs, asking what they should buy and the majority of responses are "GET A MAC".
You see Macs in every single movie and TV show out there. All the most popular youtubers advertise that they use Macs (and probably get paid to switch if they aren't, and get a bonus for announcing that they have switched).
Apple's one talent is marketing and they are aiming for the long term conversion to Macs while MS is blinded by their current dominant market share.
I'm no Apple fan, but I don't think MS should underestimate the power of trends, opinion, and what's "cool". If they do, they'll end up retreating to the Enterprise sector like IBM did and Macs will be all that's left.