“But in the smartphone market, fewer customers are upgrading their phones every two years, and many want to spend less on their next phone than their last one. That makes sense. Phones aren’t fundamentally different than they were five years ago. To compensate for fewer sales, Apple doubled down on high-end merchandise for years. Remember its $10,000 gold Apple watch? Or the iPhone X, which started at $999 and used invisible light to puppet your face with an animoji on the screen? It was a strategy of excess (ironic for a company synonymous with minimalism), and it couldn’t last forever. You can’t meet ambitious growth targets by aiming at the high end alone.”

“Microsoft has always released smaller, cheaper versions of its new consoles—but generally speaking, that jump to smaller and cheaper requires years of refinement and new breakthroughs in chip manufacturing. In 2020, Microsoft is ostensibly launching both the flagship Xbox and its refined remake on day one.”

“Phil McKnight, the global business manager of beverage for Breville, tells me that this $299 version of the Bambino is a “huge” product for the company. And yes, it’s aimed at a particular consumer who values design but is on a budget. Namely, all of us.”