Recalling Jobs the masterful presenter

— -- We loved him for his amazing run of products — the iPod, iPhone, iPad, and of course, the personal computer.

But for those of us who covered Apple and consumer electronics, we loved watching the greatest communicator of our times.

His enthusiasm sometime went overboard ("It's amazing," "the greatest product ever," "magical") but there's no doubt the man had the discipline to sell a product.

Most press conferences that technology reporters attend dwell on ego, congratulations to staff and partners and little focus on the product itself.

Jobs strolled onto the stage, in his trademark mock turtleneck and jeans, never introduced himself (no need) announced the "revolutionary" new device, demonstrated it, and then recapped his main selling points.

•The iPod: 1,000 songs in your pocket.

•The iPhone: The Internet, 1,000 songs, a phone and apps — in your pocket.

•The iPad: A new way to experience the Web, read books and watch TV and movies.

Tuesday, Apple had its first new product presentation in some time without Jobs, who few realized at the time had so few hours left. By all accounts, the debut was not a hit, because it was missing the Steve Jobs presentation magic, and discipline.

Apple has a new phone to sell, the iPhone 4S, and new CEO Tim Cook and marketing chief Phil Schiller gave it the college try, but they never hit home the main points the way Jobs would. They rambled and buried their leads many times, telling in many paragraphs what Jobs could do in just a few words.

Over the past few years, USA TODAY interviewed Jobs many times, always in the venue of his choice — moments after he had delivered the keynote speech, backstage in San Francisco, usually at the Moscone Center.

The interviews were strictly on message — frustrating for us — good for him. Questions not about the product were dismissed — although we were able to get in a few over the years. He preferred to show us the new devices, beaming like a proud papa, and wanting to walk us through his demo over again.

"Sometimes the engineers listen," he said, in a rare moment of straying off message, when he showed us a new iPhone with an improved headphone jack, and then escorted us to the door.

"Thanks for coming," he'd say. "We're thrilled you made the time for us."

And so were we.