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>>>half of the customers who buy a new Mac from the Apple Store are new to the platform<<<
What about the other half who aren't?
Apple's strategy is obvious. They want to build a better PC, NOT a better Mac.
I can see the ads now: "New from Apple: a more expensive computer that's crappier than its predecessor! Sure, it sucks, but it's designed by the same people who brought you the iPhone. And the iPod. We call it i-cool (tm)."
Dell and Sony are looking better all the time.