I have never understood why Apple hasn't really used the RoI story to sell its Macs. I have long held that although the initial Apple purchase is high - when you examine what comes with it - and how little support you need - and if it does - Apple will just help you .... it is an absolute no brainer.
IBM found that not only do PCs drive twice the amount of support calls, they’re also three times more expensive.
Me - apparently I bought my first Mac 15 years ago. I know that because that was when Apple launched the iPod - which only worked with the Mac. I am such a music nut - I wanted the iPod - and bought the Mac to make it work. Within two years I had left Windows completely behind at a personal level. One year after that, my business side also moved on.
In the corporate environment, if they insist I use a PC - I don’t work for them. It isn't just pendanticism (is that a real word), it is because that attitude reflects a deeper problem in the culture of the company.
I wrote about it here ... although I don't call out the Mac / PC issue specifically.