Sometimes companies throw stuff against the wall to see what sticks, sometimes they try a variation of something that was either successful in the past or it ac

Sometimes companies throw stuff against the wall to see what sticks, sometimes they try a variation of something that was either successful in the past or it actually failed and they want another go, and sometimes the product is just what the market needs on the short term. And sometimes companies are just out of ideas and change for the sake of change, faking "new". For example something like the SE or 5C took relatively little development to make but filled in a gap in the small-ish phone segment. They can't really go anywhere with people demanding larger and larger screens but if they came at the right time they don't really need to evolve. They do the job and exit the stage. With any relatively new or dynamic market there's a need to experiment and then to fine tune. Especially true with smart watches that didn't really find a comfy home with most consumers.