Sure they're not talking about Windows boxes. Sure they mean personal computers.
The reason it hurts is that historically, a PC is a computer running Windows or maybe some other OS, and a Mac is a Mac. No historically concious Mac user would ever call his computer a PC. Intel knows this too and I wouldn't be surprised if they wrote PC on purpose, as a pleasantry.
Wikipedia.org/PC: "In modern usage PC nearly always refers to an IBM PC compatible and the term may even be used for machines that are in no way personal computers but still use the basic architecture of the IBM PC.