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Why do so many features get announced before they are ready?

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It seems that it’s becoming more common for companies making tech products to promise a future update that enables a key feature. It’s really not, but it feels that way because the wait times keep getting longer, and the prices of the gadgets keep growing. This makes us notice it more and more.

You can’t single out any one company for doing it, either. We’ve seen it from Google, Samsung, Apple, and all the smaller players in tech time and time again. While I can’t say with authority why companies do this, I can guess: they want to entice you to buy the thing they are showing you. Letting you know what it may be able to do one day is being used as a selling point.

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