As counterintuitive as it may seem, Kontra’s law absolutely holds true:
A commercial company’s ability to innovate is inversely proportional to its proclivity to publicly release conceptual products.
Counter Notions writes a great profile on why Apple has never touched on “Concept Products.” They design with real-world constraints and focus on something that ships.
So why waste time dabbling in something that will never exist? I’m convinced it’s because companies want to make videos and fake products that make people say “cool,” and have nothing to do with the product development itself.
Concept products aren’t R&D, they’re (bad) marketing.