Building from existing components means you can’t claim a technological advancement. The product has to tell a story, or be used in an innovative way, to gain an edge on the competition.

There is also a risk in bringing such a different form factor to a market where sameness is read as a sign of reliability.

Most models on the market were boxy. Unless you stood directly in front of the label, the display wasn’t appealing or easy to read. Creating a form that looked good from every angle was a big part of the design, bringing the curves of consumer products into a field dominated by square shapes.