Elitism does have a negative connotation.  I think "excellence" would have worked better in the title.  For that matter, I don't really understand why the word "economics" is in the title.  The title doesn't seem to fit the article all that well -- at least not to me.  The article is about the culture and design process at Apple, not Steve Jobs per se. Yes, Steve Jobs is intrinsically part of that culture.  He founded the company and he is an important leader within it.  No, you can't really separate the two at this point.  But he isn't actually a one man show.<p>I like the quote used within the article that "A defining quality of Apple has been design restraint."  I think that basic idea should have somehow made it into the title, rather than the name Steve Jobs and this incomprehensible, seemingly irrelevant, phrase "Economics of Elitism".  Perhaps they could have just said "At Apple, Less is More" and then explained why.