Over here in Holland, Macs are definitely becoming more and more popular. Not sure about the rest of europe though, but my guess is that it's the same all over europe...

I've seen the most growth in Apple uptake among casual users, e.g. non-tech-savvy middle-aged or retired people, and recent graduates that suddenly have disposable income. The usability is a huge factor for the former demographic, cost not quite so much. The latter definitely the chic, although iLife is not to be underestimated.

Students here tend to be poor, so few have Apple gear and just have some worn-out 7-year-old grey box PC. The only people I knew at university who had macs were international students who were already paying 10x as much in tuition as EU students.

This is from anecdotal observation in the UK and Austria.