But with computers you have a keyboard, monitor.. eventually mouse.

These things were pretty universal and even carried over from machine to machine.

Even then the marketing was more about the OEM branding than Microsoft for a long time.

MS shouldering more of the burden for software updates makes the comparison a little flawed though, doesn't it? If every PC buyer was at the mercy of their OEM when they wanted to upgrade to the next version of Windows, desktop computing would be a different place now.