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So where are these "plenty of Mac die hards"? All of the reviews I've seen from the well known Apple bloggers and podcasters have been quite positive about it. It's not like any of them hold back criticizing Apple or Macs in general.

That's a single company, having a 3-8% of a huge market with hundreds of players and built-it-yourself options.

And that 3-8% market is an 70-90% of the high end expensive market, and commands 90% of the profits -- more profits than the next 3-4 players combined.

IDC and Gartner reported in Jan of marginal increase in market share, perhaps this is what the OP was referring to.