But...
Microsoft and Apple only compete regarding the operating system when a new system is sold. You have an XP or Vista Dell and OS X is not a choice.
As for established markets not having piracy, the current user of XP or Vista doesn't have to spend for an upgrade unless they see value. In addition, Microsoft couldn't or wouldn't make the XP to Win7 upgrade slam dunk easy. There will be reinstallation of software. Some XP users still have underpowered systems and would have to pay to beef them up. I say you put it all together, apply actions speak louder than words, and Microsoft still would rather you buy a new machine with Win7.
Finally, while Messrs. Ballmer and Turner profess confidence that with Lauren et al they have finally turned the advertising tables, I can imagine a devastating "I'm a Mac, I'm a PC" ad this fall. As poor PC ponders the prices, limiited deals, rules, upgrade paths, feature sets, and who may buy which version of Win7, he offers his sympathy to Mac because he's facing an upgrade. "Oh," Mac points out "one Snow Leopard, one price, and it has all the features and no software reinstallation and product key wrangling." Complex vs. Simple. It's classic.