Apple's success is hardly a good model for Linux. Despite a great deal of effort, having a GUI platform that nearly predates MS-DOS, having a BRAND that does predate MS-DOS, lots of focused resources, effective advertising, Super Bowl ads, and even dedicated stores they still only managed to eek out a small minority of the market.
Apple's current success is based on NOT being a computing company.
If anything, Apple is a pretty conclusive demonstration of how "doing everything right" will really get you nowhere in the desktop market.
As far as non-technical users go. Apple products are just quirky enough to be annoying and off putting.