Ben Einstein, a product designer and founder at Bolt, a hardware-based VC, recently got his hands on a Juicero press. This desktop juice press that only works with proprietary pouches filled with chopped fruits and vegetables is currently bandied in the tech press as evidence Silicon Valley has gone mad, there is no future in building hardware, and the Internet of Things is a pox on civilization. Hey, at least they got the last one right.

This iFixit-style tear down digs into the Juicero mixer in all its gory details. It’s beautiful, it’s a marvel of technology, and given the engineering that went into this machine, it was doomed to fail. Not because it didn’t accomplish the task at hand, but because it does so with a level of engineering overkill that’s delightful to look at but devastating to the production cost.

Continue reading “Juicero: A Lesson On When To Engineer Less” →