There's an evangelist effect - Apple benefited from it a lot way back when (less so now). Where techies lead, others tend to follow. That 2-5% might be the first few pebbles in the avalanche.
Today it’s all about mobile.
Nearly everybody uses their phone for everything and they aren’t making choices about which software to install on their personal laptop.
But why the scare quotes?
My pet peeves: sync and app mode. I don't want to switch at the moment, tried many times, but it doesn't stick for me. If i ask my my aunt to do that, and she dislikes it, she won't do it again and won't trust me anymore on top of that.