Apples customers pay more so they make more money. Desktops with Windows still dominate the market.
But do Apple customers pay more in the long run? It's still the case that Macs tend to just "work", no weird crashes due to bad drivers, Windows has come a long way in reliability, but I know in my office, the desktop support calls from Windows outnumber those for Mac, and we have about 5 times more mac desktops than windows desktops. By controlling the hardware and the software, Apple can provide the customers with a smoother experience, at the expense of flexibility - you can't build your own mac, or add new hardware to it... which is fine for almost all consumers.
But Microsoft is a software company which are plagued by piracy - non paying customers.
If Microsoft could get every Windows user to pay a license cost as low as the OS X cost - their revenue would overcome Apple:s revenue with ease.
Since it's nearly impossible to buy a PC without Windows installed (or at least a license to run windows), it's hard to believe that piracy is affecting operating system sales, at least in the USA. I know that China has a high piracy rate, but those users probably aren't going to buy a Windows license anyway. I know I have license keys for WinXP, Win7, and Win8 that are completely unused because the computer I wanted wasn't available without a Windows license (well in one case it *was* available unbundled, but the computer was cheaper *with* the license.
Microsoft still has a lock on the corporate desktop, that's where they have the most to fear from Apple since the consumers that use and love apple hardware at home want to use that same hardware at the office.
If you sum up the Microsoft sphere. Microsoft, Spotify, Netflix, Adobe etc and you will find them a lot larger. Include all "partner" companies and Microsoft becomes quite large compared to Apple.
How is Adobe part of the "Microsoft Sphere" when the likely sell more photoshop licenses for Mac than Windows? Likewise, why is Netflix on the Microsoft side when their product is cross platform?