The implication is that non-Mac PCs have had a greater share of high-end sells before the campaign, but it's not stated (some other places seem to back this up

The implication is that non-Mac PCs have had a greater share of high-end sells before the campaign, but it's not stated (some other places seem to back this up http://www.betanews.com/joewilcox/article/Apple-has-91-of-market-for-1000-PCs-says-NPD/1248313624 http://www.betanews.com/joewilcox/article/Apple-has-91-of-ma...). The particular stat used (% of 1k+ sales) seems to correct for the recession; my expectation is that sales would decline evenly. I would agree that this could be unrelated to ad campaign; I don't see any reason they have to be related.