Not "who, but "what". Mindshare. Use some of that money to educate people in the ways of Apple. I was at my local PC store this afternoon, just for a browse, and the amount of people in there buying the rubbish on sale was, well, depressing. People happily (?) buying Compaqs. Huge shelves of anti-virus/anti-spyware/firewall programs (seriously - 20 feet or something ridiculous).
The Mac section consisted of:
A prehistoric-looking iBook G4. Filthy. Not turned on. Encased in see-through plastic so you can't steal it.
Powerbook G4 15". Same as the iBook. About as much use as a paperweight.
Two Mac Minis, running OS X 10.4.2. Nothing running, just in Finder. Hooked up to two no-name LCDs at 1024x768.
iMac G5 17" with iSight. The Office trial had expired, so you couldn't try out Word or Excel. About six trillion applications in the dock.
They had a boxed copy of Office 2004 next to one of the Minis, but the rest of the software (iWork '05, iLife '05, one copy of Tiger and a load of games) was around 15 feet away, buried amongst a load of PC software.
Sure, Macs are hot and all that, but they seemed to have gone out of their way to make them look as unenticing as possible. How are Apple supposed to gain market share with store displays like this?
More Apple Stores, please, especially over here in Europe. More of a media presence. More advertising for things other than the iPod.