The growth of OSX is directly related to non-technical customers being forced to find alternatives to windows over the course of its continued odyssey into free-style mass self destruction. To even suggest otherwise requires completely entering into an alternative reality. Most end users don't want to pay an extra 500% for a computer.
This also echoes the rise of Linux for that matter in the 90s with technical users.
(the ipod/itunes societal downfall is an orthogonal issue)