In his article Julian Baggini presents to the reader a main view of Steve Jobs' changes in capitalism. In his introduction he uses the repetition of the word "way" making a list of the businessman changes, but in this text the aim of the journalist is to explain more precisely Steve Jobs' change to the critics and cheerleaders way to think about capitalism.

Starting from the adage consumer is king Jobs bases his success on the idea that you should not give consumers what they want, because they don't know what they actually want. Perhaps Steve Jobs has created things that people didn't know to want but came to want more than anything else.

He also shows that the excellence comes at a cost. He rebuts the idea that all good things can be made collaboratively for free and everithing works better if it's open and non-judgemental. He claims that you could, and must, charge a premium price for a premium product but this excellence need also tight control. Perhaps Apple products have become niche products because of the control upon Apple's copyright.

Genuinely good brands have products of substance behind them. People doesn't love brand because of their name, they expect that behind that name there's something that satisfy their needs. People admire brands whose name is connected with utility and good quality.

Only the best and most profitable brands and it's products will survive and thriver. Multinational companies gain their place in the economy by squeezing every resources, updating itself and developing. This change is very quick because tecnology in in constant mutation.

Without Steve Jobs world probably would have gadgets like Apples devices but Jobs and his team created a new tipe of device that really took off.

Jobs provides than that the market can't be left to take care of things by itself because it's a not perfectly self-regulating system. Economy is in constant change, capitlism is in constant change.