Apple is doing great with BSD.
One of the nice things about BSD is it frees up Apple to spend more time on the user experience portions of their operating system. Pre-X Macintosh operating systems required a lot of retooling every time Apple made significant changes in the UI. Modernizing the pre-X OSes cost Apple a pretty penny before they scrapped those efforts and went with BSD.
Microsoft could've done well by shifting to Linux for the basis of their next generation operating system. But, given Microsoft's investment into Vista, I'm curious to see why they chose to remain proprietary for their underlying OS. I'm betting it is going to be something special. I'd be very surprised if they release a lemon like Win98.
Ditto the same with Microsoft.
Windows 98 was far better than what apple had to offer at the time. As you move forward you find that microsoft will severly limit what you have a right to do. They will charge you more and more- maybe even getting into leasing windows to you. And they will spy on you more and more. Windows 98 was not so bad.