Hmm...I think this thread should stop before it goes too far...
Personnally, I agree that MS and Apple are different companies in their objectives, which is pretty obvious, as MS does not sell hardware, therefore does everything to sell their software as much as possible. That is in fact easier than selling good hardware. Apple certainly could sell their hardware at a cheaper price, but on the other hand, why would they?! It has always been that way, it worked, and still works.
Now about Apple or Macs not being known outside of the US, well, I do not live in the US, but in Europe. I can't tell about the rest of the world, but Apple is pretty well known over here. Even people that never worked on a Mac or ever saw one in real know that it does exist. Just because most people go with the flow (which creates a big market share) doesn't mean they are ignorant. That said, lots of people use Windows without knowing what's the difference between the OS and their software.
If Apple was known as little as it's market share is, I wouldn't have the job I do, working at an Apple reseller and service provider who does not sell Windows PCs...and this since over 10 years, with an always growing customer base.
It is pretty normal that foreign Mac users might not appear that much on english forums, as not everybody in the world speaks or understands english.
Now about being consumer friendly...the average consumer of today does not want to customize his computer, and does not want to have to fiddle with the computer's inside. They want a computer that simply works without knowing about all the rest. Windows user either have some inside knowledge themselves, or at least know someone that has. I know a lot of Mac users that use them since the beginning, and still have no idea what's inside, what the difference between memory and harddisk is etc...they just work with their software and are happy with it...I don't know one single Windows user that fits in that scheme, and I worked many years on Windows before, and still do troubleshoot those of some friends that, for whatever reason cannot or don't want buy an Apple.