Three problems with the statistics in the article you linked. First, they are based on internet activity, which at best is a crude approximation of actual market share, and says nothing about unit sales. Second, they are comparing only two sequential months, which proves nothing of consequence. Third, the changes between the months are utterly marginal. The real unit sales numbers show something completely different in the trends, which is that Mac sales are growing far more rapidly than Windows PCs in virtually every quarter over the past three or four years.
I don't want to get into arguments over hardware if only because they are endlessly debated here, to no real affect as far as I can tell. As far as OSX is concerned, obviously (to me) Apple has been far more aggressive in developing and releasing new editions of the OSX than Microsoft has ever been of Windows. They were for several years on a 12-month cycle, which they've now lengthened to closer to 18 months. Personally, I think that's even a bit too fast. Apple is on the verge of a have a case featuritus for OSX, which has been Microsoft's problem all along. I don't want more features, I want the ones I use to be well implemented.
As you've implied, aggressive marketing comes with potential blowback. I don't think they could push much harder than they have without making people weary of hearing their message. BTW, I have very powerful memories of Apple's smug yet wimpy and ineffectual marketing during the '90s. They're really improved, to the point where I can't find much to criticize -- and certainly not the results, which have been astounding by any measure.