Originally Posted by Bah Humbug

Well and this is the problem with jumping from software to hardware: the cost and lead-time are MUCH higher, and without experience in the field it's very easy to see an opening and get deep in debt trying to exploit it only to see it evaporate or be revealed as a mirage. This is what I expect will happen with Apple and the fabled Apple Car.

Software is a relatively low investment and relatively easy to scale. Hardware is much harder on both fronts, and that was before the pandemic and war. It's also slower. Even if the smart bike demand were sustained, by the time this thing was out it would be competing with an ever-larger installed base of Peloton, which would also be easier to convince non-cycling spouses for, and looks classy in a house instead of like a kid's toy. This was dumb all the way through.