Hardware products typically undergo a linear development process. Developing a Smart TV product, from conceptualization to product release, takes between 18 to 24 months. Quickly evolving market needs challenge the long lead times for components in the supply chain. It puts the investments made in the manufacturing lines at risk. Technology obsolescence and intense competition compels further choices. Can we reduce the time to market for ‘connected digital products’ and thus the resulting risks? Are there lessons to be learnt from adjacent industries? We’ll explore a solution space around iterative product development for digital hardware products.