How would Apple Market their OS without Windows?

I tweeted... twittered... twitted... whatever the heck you call it; anyway, I basically posted on Twitter the other day my loathing of the stupid, "I'm a Mac and I'm a PC" commercials. That day (about 3 or 4 days ago, actually) I saw TWO of those commercials that I had never seen before and I couldn't help but shake my head and think to myself one thing:

Just how the hell would Apple market their OS if it weren't for Windows!?

Yeah, now THERE'S a novel concept! I mean, just how big of a niche is Apple appealing to with the whole, "ohhh, every PC has bad viruses and they're going to eat all your datas?" It can't possibly be THAT many! Oops... maybe I've just stumbled onto something there. ;)

It seems that for all of their, "Mac users are, "up here" and everyone else is just, "down there"," they don't really give a good reason to use their product. Not once does one (or do I, at least) get the impression from those commercials to get a Mac other than for the purpose of, "not getting millions of viruses." You know, if I'm going to buy something, I don't want FUD marketing techniques to sell it to me. Granted, if someone wanted to, they could go pull up Apple's website to see what a Mac is really supposed to be about but doesn't that defeat the purpose? How is someone going to look it up if they don't have a computer to begin with? Oh, that's right... chances are, everyone already has a computer with Windows on it. Once again, just where would Steve Jobs' OS be without good ol' Bill G's already dominating the market?

Okay, so let's say I don't have a computer at home, so all I have to go by are Apple's commercials. Okay, I want to go check out a Mac. Is there an Apple store close by? Let's have a look in the phone book to call and see. Oh, well looky there! There's only ONE in my state and it's 3 frickin' hours away! That's alright, let me see if any other retailers near by sell Macs. (Once again, back to the phone book) Okay, there are. Let's go to the store and check them out!

*Microsoft's commercials kick in here* and I do indeed find something more powerful and just as good-looking and usable in a PC... and for considerably less, to boot! It's really simple in my head: You walk into a store where you can compare the two and a PC sells itself! If it works great in the store, it's going to work great at home unless you're like Rafael Rivera and visit naughty sites all the time (he's exemplary of what, "InPrivate" mode was built into IE8 for, har har!).