Analysis of Baggini's Article: How Steve Jobs Changed Capitalism

On the 6th October 2011, the "The Guardian" journalist Julian Baggini published an article about Steve Jobs' influence on capitalism.

First of all, he understood one of the most important market rules: giving the consumer not what he wants in that moment, but what he will want and what he doesn't know to want. It's not sufficient giving people good products, but every good firm must think on the future, must forsee the future and renew itself every day.

Jobs refused the idea that evrything is made by collaboration and a race to the bottom is good. 
As a consequence of this he established the real price of products. If a product has a high quality, it must have a high price because behind it there's a person genius which created it. Nothing which is given away could be good.

Steve Jobs also applied a tightly control on the copyrights of his firm and he always refused to trust other people. This secrecy guaranteed the success of all his firms, not only Apple ones. Excellence is insured only by control: this allows to sell, this allows to be the best in all market production.
Jobs also understood people's interesting into brands is not only a passion for the brand itself, but a love for brand good products. The consumer must be insured by them and he's invited to buy those products knowing they are surely good and efficient.
Moreover every business makes what is the best thing for it squeezing every potential bit in order to insure its position in the market and occupy all the possible gaps to guarantee its preedominance. 
The market is not like nature: it changes quicker than it and it is not regulated by random, but there are some poeple, the genius, who can recognize the potential of an idea and create new ones.

So Steve Jobs and his company showed that Capitalism is not a perfectly self regulated system, as some people think, and that collaboration and cheapest products don't guarantee a firm preeminence in the market. They changed old Capitalism laws and showed also that there's a new economic system now, the Consumerism one, where consumers decide what firms control the market.