At the first glance design for consumer electronics market looks easy. It's just all about next futuristic or cool looking gadget with new technologies, latest UI/UX and advanced SW features. But you know it's not that easy if you faced with consumer electronics design before. It's challenging to find a right balance between requirements and limitations, design and marketing demand and do not fail with regulations and different certification requirements such as EMC, different eco directives while keep the same technical specifications.
At the same time, last minute changes, new features and end of life components or stock shortages could cause to significant or sometimes fatal delays and extend time to market which leverage competitors.