Nine out of 10 premium PCs purchased from US retail brick-and-mortar stores or online sites (including major chains and Apple Store) during fourth quarter was a Mac. The data isn't good for Microsoft's Windows PC partners. Microsoft and OEMs touted more feature-rich Windows 7 PCs for the holidays. Additionally, ahead of Windows 7's launch, Microsoft spent six months marketing premium Windows PCs during its "Laptop Hunters" campaign. These marketing efforts apparently failed. Apple doesn't just own the premium market, its sales are increasing there.