The personal computing industry is a commodity market. In general, the fast turnover of technology allied with the unit volumes produced lends itself to minimal risk taking. The industry as a whole became what it is today through stardardization of design parameters, and a whole lexicon of acronyms allowed what was largely a domain for hobbyists to become components ? compatible, interchangeable, standardized to the point where mass manufacture became viable.

The same commonality of design parameters which birthed the industry is also a driving ethos within product line evolution. Where incremental changes and imitation of an already successful design are low risk decisions, a profound change in design philosophy carries with it a greater possibility of financial uncertainty since increased research and development needs to translate into sales or brand elevation.

A profound change in design philosophy can also usher in a design icon.