I got to see Microsoft's I am a PC campaign a few days ago, and yesterday I also listened to some interesting commentary on it when catching up with my TWIT episodes.
Obviously I'm a bit biased on this, but at some point I even considered getting a Macintosh (shhh!). Apple's "switch" campaign was working on me... that is, until I looked at the prices on the basic computers. I'm sure that at one point there was some cool factor that came with owning a Mac, but call me thrifty... I can't justify spending 2x for half the power.
Ironically enough I was working from a coffee shop today and noticed how almost every computer around me was an Apple. I remember a point in time when Mac's where for people who were non-confirmists. Now it looks to me like without meaning to I became a non-conformist by using my Dell Laptop in public.