Basing it not just on the 10-k. Apple is a niche player who overcharges for their product. With an absolute free alternative out there they have almost as much reason to be worried as microsoft does. Apple has a much more loyal userbase than windows does, so they won't lose people nearly as fast as microsoft does, but if you take a look around price is in important factor to *alot* of people.
There goes the overcharging fallacy again. Depending on what you're looking for, a Mac can be a lot cheaper than a Windows box.