As most have put it, open up the OS so that anyone with a PC can pick it up off the shelf and use it. Give it a competitive price, and the people who would have otherwise gone for windows, will probably want Apple. This gives additional revenue as the more people who buy the OS, the more companies that will be interested in putting the "compatible with MacOSX" stickers on their hardware, more people interested in doing courses to "support OSX", I think Microsoft understands this ecosystem very well, and probably makes huge amounts of money out of it, really, I'm surprised they still want to charge people money for their OS.....Anyway, back to Apple....make a deal with nintendo to provide wii channels for the iStore.... the list continues