I see it as a great way for Apple to sell a lot of hardware, if the marketing is there.
You can run Windows on Applie hardware, but you can't run OS X on non-Applie hardware. So if you want a machine that will dual-boot OS X and Windows then you're forced to buy the Apple hardware. So they should be able to sell a lot of hardware if they can convince PC users that being able to dual boot with OS X is worthwhile (more worthwhile that dual-booting with Windows/Linux). The key is being able to sell the added benefit of OS X without having to sacrifise Windows to PC users.
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