Both Microsoft Update and Apple Software Update could be modified, very simply, to read updates for additional software from signed RSS feeds, and queue them into a background downloading service (on Windows it's called BITS, I'm sure OSX has an equivalent) when they see them. There would need be no central repository; each software package installed would simply install a subscription, and a public key for checking against it. The updates would all be installed in the operating system's "update mode" that starts after shutdown, negating any worry of updating a running program. It wouldn't even need to trouble the download centers themselves—the RSS subscriptions could be torrent containers, and every PC could be configured to serve as a peer.
Now, if it were me, I'd move the Mobile App Store from iTunes to Software Update on OSX and make it into a Multi-platform App Store, and create a similar store for Windows in their own update service... but that's perhaps, as they say on the Internets, "too much win."