JESSICA BAIS 5B
Steve Jobs' death makes the world reflect about contributions and changes the Apple's co-founder has taken in our life style: and this is also the aim of this article of Julian Baggini, an important "Guardian journalist.
This essay has the argumentative text structure, in fact the journalist poses a thesis and makes around it some statements and argumentations to sustain it. You can already understand by the title "How Steve Jobs changed capitalism" what the thesis is: Jobs has certainly taken some change and innovation on the current economic system and the article has got the aim to find them. It is also reported in the first paragraph which has the function to present the argument and the subject of discussion and, as I just say above, the thesis. In this paragraph Jobs is define by Baggini as a technological and creative visionary because of all his innovations and products, which have change the world.
With him even the old rule " the consumer is king" falls: in fact he doesn't permit that is the consumer to decide if second or not sales and so the success of a business but he makes the people came to want her products more than anything else. He makes it not giving them what they want but what they don't know to want.
In journalist's opinion, Steve Jobs is a clear example that the best products and the most innovative ideas come at a cost and so you must pay an higher price for excellent and premium product, contrasting the movement of open-source and race-to-the-bottom. Apple's products are among the most expansive in the world but this doesn't change the fact that it is the biggest company in the world.
Now the journalist makes a first refutation, that sees Steve Jobs unpopular for the way he tightly controlled Apple's copyrights, refused to license to third parties and tied his devices to his own suppliers of content. Because of them he was seen undemocratic and also demagogic. But, in Baggini's opinion, the true excellence often requires tight control, as in others situations of life too.
Another important aspect is that he made multinational brands respectable. They represent the substance behind them and so biggest businesses are became what they are because their items have give people something realiable.
We must also consider that every business does what's the best for itself and so even if Jobs hadn't created the iPhone, the iPad and all his products probably someone else would have done it. The human innovation is quicker than natural evolution.
The market, infact, before or after, will throw up all possible variety of products but only the best and the most profitable will survive and thrive.
With these considerations Jobs exhibits himself against the idea that the market is self-regulating and maximally efficient but the market always needs of new, innovative and "crazy" ideas of some genius.
All these reflections of the journalist make understand that Jobs has really changed the economical system of the XXI century and for all this reasons and for his talent he'll be remembered.