Did you know that the average cost of bringing a new product to market is $15 million? Despite the significant investment, 40-50% of new products fail.1
History is littered with examples of inventions that, despite their promise, never quite made it. Here are 14 of the most promising ideas that ultimately failed.
1. Ford Edsel
In 1957, Ford launched the Edsel, a car that was supposed to revolutionize the automotive industry. With its unique styling and cutting-edge features, the Edsel was hyped as the car of the future.
Unfortunately, the public didn’t quite see it that way. The car’s polarizing design, high price tag, and poor reliability led to abysmal sales, with Ford losing an estimated $350 million on the project (over $3 billion in today’s dollars).
2. Microsoft Zune
In 2006, Microsoft launched the Zune, a portable media player designed to compete with Apple’s wildly popular iPod. Despite offering a larger screen, FM radio, and social music sharing features, the Zune never managed to capture the public’s imagination in the same way as its rival.
Poor marketing, limited app support, and a clunky user interface all contributed to the device’s demise, with Microsoft discontinuing the Zune in 2011.
While the Zune may have been a commercial failure, it did introduce some innovative features that would later become standard on other devices. The Zune’s “squirting” feature, which allowed users to share songs wirelessly with other Zune owners, was a precursor to modern music streaming services.
3. Segway PT
When the Segway Personal Transporter (PT) was first unveiled in 2001, it was hailed as a revolutionary new mode of transportation that would change the way we get around.
With its self-balancing technology and futuristic design, the Segway seemed poised to become the next big thing. However, despite initial hype and celebrity endorsements, the device never quite caught on with the general public.
High prices, safety concerns, and limited practical applications all contributed to the Segway’s lackluster sales. In 2015, the company was acquired by Chinese rival Ninebot, and production of the original Segway PT ceased shortly thereafter.
4. Google Glass
When Google first unveiled its Glass headset in 2013, it seemed like something straight out of a sci-fi movie.
The device promised to put the power of the internet right in front of your eyes, with a tiny screen that could display everything from directions to email notifications. However, Google Glass never quite caught on with the mainstream public.
Privacy concerns, limited functionality, and a hefty $1,500 price tag all contributed to the device’s poor reception. In 2015, Google announced that it would be discontinuing the consumer version of Glass, though the company has since released a new version aimed at enterprise customers.
5. Betamax
In the late 1970s, Sony’s Betamax video cassette format was locked in a fierce battle with JVC’s VHS for dominance of the home video market. Despite offering superior picture quality and a more compact cassette size, Betamax ultimately lost out to VHS due to various factors, including cheaper VHS players and a wider selection of movies available in the format.
By the mid-1980s, VHS had emerged as the clear winner, with Betamax fading into obscurity. While Betamax may have been a commercial failure, its impact on the home video industry cannot be overstated.
The format’s introduction of features like high-quality recording and fast-forward/rewind functionality paved the way for the DVD and streaming revolutions that would follow in the decades to come.
6. Cue Cat
In the early 2000s, a company called Digital Convergence launched the Cue Cat, a barcode scanner that promised to revolutionize the way people interacted with print media. The device, which is plugged into a computer’s USB port, allows users to scan barcodes in magazines and newspapers to access related online content.
Despite a massive marketing campaign that saw millions of Cue Cats given away for free, the device never caught on with consumers. Privacy concerns, limited functionality, and the rise of smartphones all contributed to the Cue Cat’s demise.
7. Juicero
In 2016, a Silicon Valley startup called Juicero launched a $400 juicer that promised to revolutionize how people consume fresh juice. The device, which used proprietary juice packs that could only be purchased from Juicero, was marketed as a high-tech solution for health-conscious consumers.
However, it wasn’t long before the Juicero was exposed as a massive flop. In 2017, Bloomberg reporters discovered that the juice packs could be squeezed by hand, rendering the expensive juicer essentially useless.
The company quickly became a laughingstock, with many questioning how such a flawed product could have attracted over $120 million in venture capital funding.
8. LaserDisc
In the early 1980s, the LaserDisc format promised to revolutionize the home video industry with its high-quality picture and sound. However, despite initial excitement from audiophiles and cinephiles, the format never quite caught on with the mainstream public.
High prices, limited content selection, and competition from the cheaper and more convenient VHS format all contributed to the LaserDisc’s failure. While the format may have been a commercial failure, its legacy lives on in the DVD and Blu-ray discs that would follow in the decades to come.
9. New Coke
In 1985, Coca-Cola made a bold move by changing the formula of its flagship soda for the first time in 99 years. The new version, dubbed “New Coke,” was designed to compete with rival Pepsi, which had been gaining market share with its sweeter taste.
However, the public reaction to New Coke was swift and brutal. Consumers flooded Coca-Cola with complaints, and the company was forced to bring back the original formula just 79 days later. While New Coke may have been a massive flop, it did have one unintended consequence: sales of the original Coca-Cola skyrocketed after its return, cementing the brand’s status as an American icon.
10. Bic for Her
In 2012, pen maker Bic launched a new line of pens called “Bic for Her,” which were marketed specifically towards women. The pens featured pastel colors and a slimmer design and were sold at a higher price point than Bic’s standard pens.
The backlash was immediate and fierce, with many accusing Bic of sexism and patronizing marketing. The pens became a punchline on social media and late-night talk shows, with Ellen DeGeneres famously mocking them on her show.
Bic quickly pulled the pens from shelves, but not before they became a lesson of the dangers of gendered marketing.
11. Harley-Davidson Perfume
In the early 2000s, iconic motorcycle brand Harley-Davidson decided to expand into the fragrance market with a line of perfumes and colognes. The move was seen as an attempt to capitalize on the brand’s rebellious image and appeal to a younger, more fashion-conscious audience.
However, the fragrances failed to capture the essence of the Harley-Davidson brand, with many customers complaining that they smelled cheap and artificial.
Sales were dismal, and the company quickly pulled the plug on the project.
12. Rejuvenique Electric Facial Mask
In the late 1990s, a company called Rejuvenique launched an electric facial mask that promised to tone and firm the skin using mild electrical stimulation. The device, which looked like something out of a horror movie, was marketed as a high-tech alternative to traditional skincare products.
However, the Rejuvenique mask quickly became a punchline, with many mocking its bizarre appearance and questionable claims. The device was featured on countless “worst invention” lists, and became a staple of late-night infomercials.
While the Rejuvenique mask may have been a flop, it did pave the way for the more sophisticated (and less terrifying) facial toning devices.
13. Cosmopolitan Yogurt
In 1999, Cosmopolitan magazine, known for its sex and relationship advice, decided to launch its own line of yogurt. The product was marketed as a low-fat, high-calcium snack for health-conscious women, with flavors like “Seductive Strawberry” and “Passionate Peach.”
However, the yogurt failed to catch on with consumers, who found the idea of eating a snack associated with a racy magazine to be off-putting. Sales were dismal, and the product was quickly discontinued.
14. The Hula Chair
In 2007, a company called Fitness Quest launched the Hula Chair, a motorized seat that promised to help users tone their abs and core muscles while sitting. The device featured a circular seat that rotated and vibrated, supposedly mimicking the motion of hula hooping.
Unfortunately, the Hula Chair was mocked because of its bizarre appearance and questionable claims.
The world of invention is not for the faint of heart. While we often celebrate successes, it’s important to remember that failure is an inevitable part of the innovation process. After all, it’s only by embracing the risk of failure that we can truly push the boundaries of what’s possible and create the world-changing innovations of tomorrow.
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Nancy Maffia
Nancy received a bachelor’s in biology from Elmira College and a master’s degree in horticulture and communications from the University of Kentucky. Worked in plant taxonomy at the University of Florida and the L. H. Bailey Hortorium at Cornell University, and wrote and edited gardening books at Rodale Press in Emmaus, PA. Her interests are plant identification, gardening, hiking, and reading.
