[vetinari]

I don't think it is due to cool design.

I think it is because using Apple is not mandatory. Apple is an aspirational brand, you use their products because you want to. Microsoft's products are not; they pushed hard their product everywhere, and were difficult to avoid, if you wanted something else. That itself caused a much friction, and when they start to steer you somewhere you don't want to go, their products are not exactly going to be your favorites.