Using the xbox as a marker Microsft will always have North American love and be therefore hip in that part of the world. I cannot use windows as a marker because there is no serious competition where that is concern.
Apple is a totally different beast and at the rate their "love" is spreading across the globe - especially in the developing countries can only grow.
The way Apple products are lapped up in Japan and now China and across the rest of Asia show it's worldwide appeal and laughs in the face of silly people saying Japanese "don't like American products" because of Microsoft's x360 poor sales in Japan.
MS will always be Hip in the US but Apple is hip globally. W|ith the way the world's economic buying power is shifting Apple might not even need big US sales in the future.