In terms of desktop market share Windows is still years ahead. I think this is the same approach that Android is taking, they want the market share and to become the new windows on mobile.
The one problem with that is that the iOS is actually more like windows creating a common platform, similar form factors and simplifying the features and complexity of the consumer handheld devices. That is actually the same approach Windows took to get your mom on the internet and using office.
For far too long the mobile market was fragmented. Windows consolidated the desktop market to create many more platforms and markets for people. Apple iOS is a common platform in mobile while the others are still pretty fragmented. Apple is looking to do the same for entertainers, developers, marketers etc. Once they open it up by selling at Wal-mart and get other carriers it will be a true test.
That explains Apple's share of the iPod and iPod Touch markets perfectly.
Snark aside, most consumers don't know software and hardware well enough to understand who has a superior product. They know that they click on the blue E to get to the internet. That's it.
I'd argue that most people know that an iPhone or iPad will buy them the best experience currently available in their respective markets.
But they also know the figure on their weekly paycheck. And as the difference in user experience between iPhone/Android is narrowing, many[1] seem opt for second-best at half the price.
