Apple made a excellent move today and announced the beta for a new Boot Camp utility. This lets you run Windows natively on the new Intel Macs without needing to come up with special hacks to trick old school OSes that need BIOS instead of EFI (and also includes all necessary Windows drivers in one place).

Another really handy thing is the utility it comes with to create/resize partitions without loosing any data from the existing ones (no format needed).

Apple is a hardware company primarily, so they still get to sell the hardware... and in the course of doing so, plenty of people will switch to OS X because it might be their first (incidental) exposure to it (if they bought the machine to run Windows).

http://www.apple.com/macosx/bootcamp/

Update

Even if it didn't make more people buy Macs (which certainly won't be the case), Apple's just gained more than $5.1B in market cap after the announcement. That should cover their development costs.