^ there are a number of reasons.
Apples just better at marketing for a start, and have targeted their market, the hipster doofus segment.
They've positioned themselves as the 'cool' product.
Also keep in mind microsoft sells software that can be loaded on any PC other than an Apple.
Apple sell an integrated system.
Quite different.
Any difference in market share cannot be put down to Apple being a better product, no matter how big of a fanboy you are.