"For media devices like the iPod, Apple has a very high share."
I'm not very up on current gadgetry like the iPod. They don't use OSX in that, do they? I would imagine that would run some highly simplified (ie. stripped down) embedded OS.
The iPod has a proprietary OS - and it can operate as an external disk drive for a PC. There is some talk that Apple could include Mac OS X on the iPod, which PC users could attach and boot up from.