Not sure where the culture is in Windows... as for Apple they've always had hardcore fans, the group has just gotten bigger that's all. Thing is, people are fickle. Apple was be great, now boring. Then Android is great, now boring. Then Windows might be the next big thing, then get boriing. This is the reality. Until the 'real' next big thing comes along, most people will go about their lives with whatever device suits them. Most don't think too hard about it. They get advise from friends or just get what their friends have. Or just pick one of the two top OS. This is the situation we're in.