Apple's target market in general is only a small subset of Windows' in general. A lot of what contributes to Windows' market share are computers that enterprise

Apple's target market in general is only a small subset of Windows' in general. A lot of what contributes to Windows' market share are computers that enterprise, government, and internet cafes purchase for their employees/users because they get more choice in hardware and because MS caters to their needs better than Apple. Apple's target market are people who are buying everyday devices for themselves, boutique creatives, and small businesses/startups. Because of this, it makes sense that people would want to move away from their boring business beige-box computer to something more exciting, and I think thats mostly what is driving this sentiment. Don't forget also that a lot of these computers are using a very old version of Windows and not products like the new Surface.