A recent development in the marketplace for consumer technology goods has been the premium placed on design – products with innovative and appealing designs relative to competing products can often command substantially higher prices. Because design innovations are quickly copied by other manufacturers though, many consumer technology companies charge as much as possible when it comes to their new designs to extract as much value as possible from their new designs. But large profits generated by the innovative design will give competitors stronger incentives to copy the designs. Therefore, the best strategy to maximize overall profit from an innovative new design is to charge less than the greatest possible price.