They say "I use a Mac," "I use an Apple computer," or "I use Windows." Nobody ever says "I use a Microsoft system" or "I use Microsoft Windows." The only time I see the term "Microsoft" used frequently is when people refer to the Office suite. They often say "Microsoft Office" and "Microsoft Word."

So yes. In my experience, the "Windows" branding has much higher visibility than the company name itself. People know Microsoft makes Windows, but that's not how they think about it.