By Joe Wilcox, Betanews

Apple may be the most talked about tech company in geekdom and on Wall Street. The brand is hot, but for all the hype Macintosh is not. Sure Mac sales are way up, as is Apple's personal computer market share -- at least compared to May 2001 when CEO Steve Jobs talked about topping 5 percent share when opening the first company-owned retail store in McLean, Virginia. Ten years later, Jobs' has his 5 percent, but Windows PC sales dwarf Macintosh, and there absolutely are no signs of change coming anytime soon.

During fourth-quarter 2010, Apple's PC market share fell sequentially, dropping to fifth place in US market share -- from third place according to IDC (10.4 percent to 8.7 percent) and from fourth by Gartner's reckoning (10.6 percent to 9.7 percent). Combined Windows PC market share is still about 90 percent, and let's be brutally honest: Windows PCs are used pretty much everywhere.

Last week,