The article was published in “The Guardian” on the 6th October 2011 by Julian Baggini and it deals with the changes that Steve Jobs and his company brought in the business world.

The writer sustains that the biggest change brought by Jobs were not the technological inventions but the new vision of capitalism.

The first concerns the change of traditional view of consumer: no longer the consumer is king, the market is not based on th demand and offer, but it should not give consumers what they want, because they do not know what they want. This mean that the market is not necessarily conservative and the great innovations can become popular.

Steve Jobs showed also that the idea of open-source movement where all good things were made collaboratively for free, or the idea of the race-to-the-bottom chains where the aim is always to be the cheapest were not correct, but you must charge a premium price for a premium product because the quality cannot be sustained by giving thing away.

Also, important things are the tight control of copyrights, the refusal to license third parties and to tie the devices to their own suppliers of content. For this reason he was considered undemocratic and demagogic, but he was always right, because the true excellence requires tight control.

In addiction, Steve Jobs made more respectable multinational brands offering a reliability of these products because they have substance behind them.

Therefore, his idea that people in business have been demoted in importance beneath impersonal market forces may seemed old-fashioned, but every last bit of potential for increase efficiency and profit has to be squeezed by invisible hand of every business doing what is best for itself. This leads us to the conclusion that if Steve Jobs had not given us these innovations someone else would have.

So this could seems that there is no reason to pay independents but it is not correct because they have to be paid for the contribution in the "filling the gaps in the market". Because only the genius can see some crazy ideas made of gold, because the human innovations is quicker and not random at all as the nature mutation.

Steve Jobs and his company came up with some ideas that really took off and filled the gaps of market, for example, new devices with new functions, more simple etc.

Steve Jobs also shows that capitalism is not perfectly self-regulating system, because the market cannot be maximally efficient and cannot be left to take care of things by itself.

For all these reasons we have got a new image of capitalism, also thanks to Steve Jobs and what his company achieved.