one of the other things deeje doesn't get is that microsoft is a MARKETING company! they are a HUGE fucking brand.

microsoft #2 brand in the world
apple #49

http://www.businessweek.com/pdfs/2001/0132-toprank.pdf

here's one from 2000 done by interbrand & citibank:
http://www.finfacts.com/brands.htm

50% of US households have a computer. 95+% of those run Windows and multiple MSFT products. DO THE MATH.

now clearly apple is working hard to improve its brand perception and brand awareness; steve jobs deserves the majority of the credit for this, and he's done a great job since his return.

but to say that apple is a bigger brand than microsoft is lunacy. to say it's "cooler" (or has any other differentiating attributes from msft) may be true -- it all depends on the segment, and if they're receptive to that positioning & messaging.