Personally I am amazed that Apple's share of the market is still so low. 91% of people are buying other operating systems. When you consider the impact of iPads and Phones I would have expected more people to have switched to Apple.
I think a lot of that has to do with choice. Apple's entry level computers offer great value. In my location I can get a MacBook Air for $930 or a Mac Mini for $550. You can't find equivalent Windows computers at such low prices. It could be argued that you can't find equivalent Windows computers at all when you consider efficiency, but I'm just talking about power and quality. So Apple seems like the obvious choice, right?
Unfortunately you will have to pay much more if the base configurations don't meet your needs. I wouldn't even consider a MacBook Air because it's just too small. To get a more reasonable screen size (16") I'm now looking at a starting price of $2400 (in my area). This is way more than I want to spend. It's way more than a lot of people want to spend.
Similarly, an M1 Mini with a more reasonable SSD is $320 more in my area ($870) since the base model is such a screaming good deal. If you want to use Rosetta 2 you should consider 16 GB of RAM, which adds significantly to the price. If you want Apple peripherals the price is going to go up a lot more. Like $1200-$1400. If you want to use less expensive options from other brands, the experience is less than ideal. I'm very happy even with a $20 wireless keyboard/mouse combo that works perfectly with Windows or Linux, but to use with MacOS I had to buy extra utilities and I still have some usability issues.
After 8 months using an M1 Mini as my primary computer, I am still surprised by how much easier some things are when I occasionally use my old Dell (I keep it around since I use some software that isn't available for MacOS). The keyboard shortcuts are better and window management is better with Windows 10. I can plug in headphones without having to unplug the speakers. I can easily transfer to and from micro SD cards. I have 10 USB ports with 2 on the top and 2 on the front. I was able to add a 1 TB SSD for less than $100. My inexpensive Logitech keyboard and mouse work perfectly. For me these are really big pluses.
Apple offers a combination of power and efficiency that can't be found elsewhere. In my experience, you give up a lot of flexibility. I do think they are driving other companies in the same direction (more ARM options and improved offerings from Intel and AMD), but I'm not sure Apple's competitors will ever be able to offer a similar level of integration between such a broad offering of products and services. For many people that is clearly not a concern.