Apple has been working to dispel some of those myths in marketing material for its Mac OS X operating system and the flat-panel iMac unveiled in early January. For example, the company addresses questions about whether Macs can work with PCs and whether enough software is available for Apple's OS. The company also has embarked on a broader campaign to woo Windows users to the Mac, pointing to the Mac's potential as a "digital hub" for PCs, digital cameras, MP3 players and other such consumer devices, and for making movies or burning DVDs. ARS analyst Toni Duboise sees the Web survey as a potentially effective addition to those efforts. "As far as reaching out to understanding... the market (of potential Mac users), that's a good thing for Apple," Duboise said. "Apple has been stuck at about 5 percent market share. Hopefully they'll get some analysis on why they can't grow their share. For one thing, the Apple story -- the Apple experience -- needs to get out there more for them to grow their share. This is a good avenue to do that." User interfaces and software choices aside, Duboise said the survey could shed light on other concerns. "It's an interesting tack... considering they just raised prices 100 bucks," Duboise said. "I think it's a good idea for them to gauge a reaction on the $100 price hike." On Thursday, Apple surprised many by jacking up the price on all three flat-panel iMacs, with the high-end model now selling for $1,899 (£1,330). But Apple's increased search for defectors doesn't necessarily mean there are more defectors to be had. Roger Kay, an analyst with IDC, said the 40 percent new Mac buyer number cited by Apple's Croll is much higher than what Apple communicated in January. "They have to be claiming the iMac is bringing buyers out of the woodwork who hadn't been there before," Kay said. "This certainly represents a higher-than-market average in the new buyer mix." Croll would not break down the 40 percent figure in terms of the new iMac or Windows converts. If there is a breakout, it would be given when Apple reveals its second-quarter fiscal earnings in mid-April. "I'm sceptical of those numbers, that 40 percent rate," ARS' Duboise said. "I haven't seen any hard data to back that up, such as an increase in market share." Apple's US computer market share in the fourth quarter was 3.1 percent, up from 2.4 percent a year earlier, according to IDC. For the year, the share remained steady at 3.9 percent compared with 2000. Worldwide, Apple's share rose to 2.2 percent from 1.9 percent fourth quarter to fourth quarter. But Apple lost share between 2000 and 2001, down to 2.6 percent from 2.9 percent.
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