From what I've always heard from folks who worked at Apple around that time frame the deal ultimately failed because of head butting over licensing numbers. Sony was seeing great success with Windows sales and Apple, who was just starting to climb out of the dark ages, didn't have much leverage to demand the numbers they wanted.
Apple actually had a licensed clone (or "mackintosh" as has become popular) program for a few years in the mid 90's, where Apple would license out their software to other manufacturers to sell with their hardware. The trouble was that it seemed to quickly cannibalize sales of Apple's high end hardware so Steve killed it when he returned in 1997. I think it was around that same time that Apple modified the EULA to prohibit their software from being installed/ran on non-Apple branded hardware.
Obviously Apple isn't going to hunt down and bring legal action against the typical end user who goes through the hoops to install OS X on non-Apple hardware. Their focus would be, and historically has been, on companies that try to make and sell Mac clones, either shipping them with the Mac OS installed or advertising them as capable of running the Mac OS.
The most recent example that comes to mind was the "doomed from the start" Psystar -
Psystar Wikipedia entry
So really... Unless you're structuring a business model similar to Psystars then you really shouldn't view Apple as trying to target the little people, at least not in this issue.