Huh? This "build it and they will come" philosophy doesn't work. The world is full of people who built a better mousetrap only later to be disappointed and confused when the world didn't then beat a path to their door. The lesson? Building a better mousetrap is not enough; instead you must get the word out. You must promote your product.
Many people still operate under the mistaken impression that there is no file compatibility between the Wintel and Mac platforms. This is just one of many misconceptions that effective marketing must combat. Thus Apple is right to aggressively market its products -- both to developers and consumers alike.