Apple’s outrageously trendy products and Mac users alike are riding on pretty rough seas of late. Just this Wednesday, April 3, Apple released its third update for the year that patches 11 confirmed vulnerabilities in its QuickTime software, both in Mac and Windows. Nine of these can be used to hijack an unknowing user’s machine through what Apple describes as an arbitrary code execution.

Already, Apple has moved to fix around five flaws in its QuickTime software since January. Counting last Wednesday’s update places Apple in an annual pace of fixing 40 vulnerabilities in QuickTime—that compared to just 34 holes plugged in 2007.

Mac users are more and more being targeted by security issues, in an outward parallel to the sky rocketing fame of Apple’s products. And that does not come as a surprise at all in an industry where luster can lure the good guys as well as the bad ones. Apple may very well seem to have taken their point, in the heels of a number of setbacks in their product line during the first quarter of 2008.

The Mac platform went through a second round of scareware last month. The iMunizator was discovered to be a variation of the MacSweeper threat, in an apparent move by rogue security software developers to cash in on the rising number of Mac users.

Interestingly, around half of the security flaws in last Wednesday’s patch came from 3Com Inc.’s TippingPoint and its Zero Day Initiative program. TippingPoint was a major sponsor of the PWN to OWN challenge during the CanSecWest conference in Vancouver where Apple-hacking aficionado Charlie Miller successfully compromised a MacBook Air.

While slowly eating up a larger share of the lucrative financial pie, Apple is starting to feel the rising heat on security risks. And more eyes are on the lookout on how Apple will let off the steam.