Steve Jobs is a Marketing guy who produces products that people want to buy and he becomes a salesman when on stage at MacWorld. There is
no PR involved, no embargoed releases sent out to the tired Trade Press as Microsoft often does along with large amounts of cash to support ads in publications that few people actually read.
Apple has one story to tell and it's to consumers. Microsoft has three stories to tell, the consumer, the enterprise and the developer.
Microsoft PR is pathetic, no one cares for formal Press Releases anymore and the message is often confused because consumers are listening to the enterprise story and the developer dialog drives them crazy.
I wrote several months ago that Microsoft should abandion PR and move to a platform of three authoritative blogs, one for the enthusiastic consumer, another for corporate clients and a third for the developer community.