Apple has always (or, at least since the candy-colored iMacs) positioned itself as a premium / fashion choice. The Apple premium has always been there, but it's less and less these days.

The big annoyance is that Apple doesn't have a real "gamer PC". If you want a big desktop with the option for a crazy graphics card, then you're forced to get the Nehalem server-class chipset, with its multi-socket support, ECC memory, and so forth.

Likewise, Apple isn't (yet?) competing in the netbook segment, leading to most of the Hackintosh activity there. The zillion dollar question is whether Pystar or other such companies will succeed at selling "Apple-compatible" clones.