‘It's just attacks on price every single time we launch a product… If you want the best engineering, you have to pay’ — Jake Dyson is fed up with the criticism of Dyson's prices
THE SO WHAT
Dyson leaning into “you have to pay for engineering” is a reminder that premium hardware narratives are shifting from lifestyle to R&D cost justification. If you’re building high-end devices, expect to defend pricing with concrete engineering and durability claims, not just brand.
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