It the product is really much better, new company may emerge, producing only new stuff, thus making more profit than before (nothing), and beating old companies (with better product), which will force whole market to shift. So theoretically this is not an issue in free market (real world is lot more complicated than this as always).
But AFAIK airless tires are not a new thing, IIRC BMW did mount them for some time as mandatory choice on some models... IIRC they are considerably more noisy and bump the gasoline usage a tiny bit, but you don't need to have to reserve wheel, so you have more space in trunk.