I think that you did not grasp the concept of "value" that is used in the article. There is a difference between the general "value" and an amount of money tha

I think that you did not grasp the concept of "value" that is used in the article. There is a difference between the general "value" and an amount of money that pre-exist anyway. In the same way, the "monay value you give to something" is not the "value" of the thing. For example, if you buy 10$ a stock that has a financial value of 100$, you had a good deal btut the stock value is still 100$. In the case of the apple transaction, if the price you got the apple is 10$, and now the product and conditions are the same, but because of the demand some people are ready to buy it 20$ from you. It was not 10$ of value created but just transferred. Someone got a bigger part of money and the other one has less money remaining. But the total amount of money stays the same globally.