Mac marketing is leaps and bounds ahead of Microsoft's, IMO, who apparently thinks that because they have an all-time-low share of 89.7% of computers they don't need to market. But I bet they took a big hit because of all the Vista crap. Think of the price of Macs - more expensive = better quality, more prestige, in American society (and most, I guess?). Plus, they're a one-stop-shop for customer needs, and increasingly pervading the media and phone market, putting aside the almost subliminal messaging and mass use of Macs in TV shows and movies.
The reason Mac is so proprietary, so special, is because of their marketing: They make money that way and by keeping prices up with bundles of software, they're getting an ever-increasing number of customers, and they like it that way. Of course, Mac isn't so "proprietary" - exclusive, I mean - now that they run on "PC" hardware (well, since 2005 or something like that), haha.... Which takes away from a Mac being a Mac, IMO, but at least it helps streamline everything. (Maybe we'll see one, big mesh of OSes and home automation one day that works with everything, runs your toaster and heats your car, monitors the house security and starts your morning coffee.)
Also, I wouldn't be surprised if Apple was in bed with the (... media producers, I guess? Or gov't.?) in some way or another, with all the DRM and media protection and etc. that Mac continues to utilize, (*off-topic:* such as Big Brother webcam monitoring programs which are absolutely disgusting and totalitarianist/Communist/Facist/Marxist. If you haven't read *1984* I'd gladly buy you a copy if you can't read it online, hahaha...!)
(OSX86 FTW, even though I've never gotten it to work. >.<)
~Night
[EDIT]: Apple can do whatever the heck (heh heh) they want, though - I don't care. Good for them, and at least we're not yet at the point where Apple is *forced* to release their source code or proprietary applications to the public. They're a giant corporation, but at least they're not government controlled.