I understand Apple wanting to maintain their "elite computing" status and trying to keep their hardware and software intact (i.e. not letting OS X slip onto any given PC box), but there is only so far you can isolate your product before you become a mysterious and obscure company. The last thing I want to see is Steve Jobs buried up in his home with tissue boxes on his feet, afraid of getting a Trojan or Blaster worm.
Apple needs some television advertising! There, I said it. They have incredible products and should not be shy about promoting them. Yes, there is a processor switch happening over the next few years; but that doesn't matter if you want to sell machines. The iPod has reached an iconic status, and *SURPRISE* there was a huge advertising campaign backing that advancement. PowerBooks, iBooks, iMacs, etc. - these are the machines that will change households (and, in effect, tech companies) if and only if they are marketed to the audiences available. Grab some primetime real estate, Apple, and get ready for a harvest.