Apple's whole comeback image and appeal is being a computer that's not for everyone; it's for the better one's. I don't personally feel that way though, the key to Apple ever making a comeback against Windows is rebuilding their stronghold of fans, which they killed off a lot of during the 90's. Rebuilding takes time, they're increasing their market share slowly (Which is under 20%....) and building a new, bigger base. Once you have your base, you build up and move those grey area windows users to the white side.
But for now, they're building their base by appealing to elitist.
I'm sorry, but that's utter crap. Do Apple ads make seek to make them look good, cool and desirable? Sure. That's the purpose of advertising. Nobody ever sold a product by advertising it as being boring, bland, run of the mill. Does this mean that every company targets elitists?
Mac platform as a solution, works. Personally, I bought a new macbook recently even though I've been slowly moving all my work to Linux. Why? It's not because I'm a rabid Mac fan, but because Mac OS X works without much effort. Ever tried getting your wireless card to work under Linux? It's no small feat. Then, you sit in fear that every kernel update could potentially screw up your system, bringing down your network connection. Ever tried getting sleep to work on Linux? Tried waking that sleeping machine? None of that works out of the box, even on distros like Ubuntu.
Macs will not get the same kind of install base that Windows has. Microsoft is far too entrenched to be removed, and I doubt Apple is trying to compete. In many respects, this is largely irrelevant, since all your work on the Mac can be used by non-Macs as well (if you stick to common file formats, of course). So where's the value in a Mac, if all you do on a Mac can be done on any other system? It lies in usability. Macs are highly usable machines, that stay out of your way for most of the part. Linux, with GNOME is largely getting there and I can't wait for that day to come. Until then, it's going to be Mac OS X for me.
Windows isn't even in the equation. The last time I used (and developed for) Windows actively was circa 2002. I had a nice moan about what I perceive to be the failings of Windows
here which I wont repeat.