For Windows, presentation wasn't that important. For Apple, it would have been. Windows was the default operating system for business already. Apple's product

For Windows, presentation wasn't that important. For Apple, it would have been. Windows was the default operating system for business already. Apple's products at the time were an alternative, not the mainstream, and sold largely on the customer's desire to live a different life. Apple sells a lifestyle as much as they do a product; you've always been able to see that in their marketing. The customer visualization of themselves in that life is formed first during those keynotes - and it's easy to break with a problem like the one Jobs cared about. Since Cook took over, Apple's really switched largely to productionizing what they already had; that makes sense, it's what he's good at. Hopefully, he's kind of a caretaker until someone visionary can take the helm again.