i'm a mac fan, and i wouldn't call bill gates the devil. he's done a lot of good for the world.
plus, he's just running his business as well as he can. does that come off as ruthless sometimes? sure. but he's the one with the amazing business model. my hat is off to him.
I think the apple commercials capture their fundamental personalities pretty well. Jobs seems like an older version of the "I'm a Mac" guy. Hip with an ever-present tone of muted condescension. Gates comes off as a milder version of the "I'm a PC" guy. Dorky, but likable.
xminus6 is right; Jobs has never been known for his friendly personality.
I'm as much of a mac fan as anybody but I also realize the Mac and Microsoft Word were mutually beneficial. In fact that was one reason I got a Mac; to run Word.