I don’t think Apple aggressively markets their laptops to the rest 90%.
Around 50% of Windows PC are Cooperate Business PC. Those are not Apple's target customer.
But Apple is still gaining ground on the so called 90% market. And ARM M1 Chip already allow them to compete at a much more favourable price point. You see higher discount rate on M1 based Mac, and better Education Discount on M1 MacBook Air, along with SKUs hitting $799.
They have plenty of margin to play with and get an official MacBook down to $799 within the next 3 years.
They may never out sell PC in unit volume, but they still have plenty of room to grow. In an optimistic projection I would not be surprised if Apple double their Mac active user by 2031.
They don't want to be the computer people take for groceries, rather the one that drives slowly in the main avenue making everyone aware of their presence.
I am lucky to live in Europe, in a country where most people probably wouldn't think twice about buying anything Apple.
There are plenty of the countries out there where people aren't as fortunate, most devs would be more than happy to have any kind of computer to actually work on, and that computer won't be an Apple one with a very high degree of probability.
When your path to a better life is coding via a feature phone, whatever M1 is capable of is meaningless.
https://www.hanselminutes.com/615/developing-on-not-for-a-no...
1000$/€ MBA is in the same price category with similarly-performing machines. I mean, I doubt you can work as a developer without being able to run a load of tools at the same time. That phone guy example is an exception.
Even here in Europe, many contractors get a Windows laptop with 8 GB and a 128 HDD (yes HDD) from customer's IT with the respective tooling required for the project.
Cost-of-ownership for Apple products is usually pretty great anyway; often they're the $500 vs $50 boots.