REST IN PEACE(S)
Maybe the Juicero was ahead of its time or just too good for this world – but more than likely it represents the worst of Silicon Valley Sadaf Ahsan
As the great Michael Scott once said, while attempting to quote the almost-as-great Wayne Gretzky, “You miss 100 per cent of the shots you don’t take.” And what better example of this is there than Juicero, a WiFi-powered machine that turned packets of fruits and vegetables into, well, juice? This, despite the fact that simply squeezing them by hand is far easier.
But, as designer Yves Behar told Dezeen earlier this year, “I have a machine to grind my coffee. I don’t grind my coffee with my fists. That would be a lot of work and make a lot of mess. I don’t see a difference between the two situations.” Enough said. And so, it was with a heavy heart and ample foresight that we predictably said goodbye to Juicero this week after the Silicon Valleybased company announced it will be shutting down since it can no longer create an “effective manufacturing and distribution system.” It had attempted to find a more affordable supply chain and distribution model to lower the price of its products, but was unsuccessful. As a parting and/ or mourning gift, the company will be offering refunds to all customers dating back to when the machine went on sale a mere year and a half ago.
But if Juicero is remembered for anything, let it not be its hefty price – it was originally sold for $700 (then was repeatedly discounted after finding trouble in the market) – but rather the massive expectation and optimism resting within this product. After all, the company raised a whop- ping $120 million in funding, including money from Google parent company Alphabet.
Let us never forget Juicero’s shortlived height, when it was dubbed a “Keurig for juice,” and company founder Doug Evans referred to himself as the new Steve Jobs – all as though no one had actually tried the product for themselves. It was the best of times, it was the worst of times.
Sure, Juicero was neither the most well thought- out endeavour nor an aesthetically appealing, functional or effective product. One might dare say it was like a child not even a mother could love. But, despite all of that, it will still be missed, perhaps as a subject of ridicule and an idea of pure idiocy, but most likely as a symbol of the ridiculousness of Silicon Valley (the place). In this regard, Juicero was the brought- tomarket product version of Silicon Valley (the TV show).
And, in as woebegone times as these, it is best to remember that one can learn lessons from every mistake. According to Forbes, 90 per cent of all start-ups are utter failures. So, in many ways, Juicero was merely a part of the status quo, a cog in the machine, an everyman, and who can fault it for that, for just doing its best in the rat race to the American Dream?
Juicero is survived by the Smabow Smartphone Camera Hat, the Thanko Electric Armpit Clip- On Cooler Fan, the Samsung WELT (“a smart wearable healthcare belt that looks like a normal belt”), wireless earbuds and, of course, hoverboards.
WHO CAN FAULT JUICERO FOR CHASING THE AMERICAN DREAM?