Maxim is always introducing new products - it is a "new product" machine (note that introducing a new product and delivering it in volume are two entirely different things). But rarely do they feel the need to issue a press release with each intro. These products are developed in cooperation with specific customers who are already well aware of their progress, so why would they waste the money it takes to make a public announcement?
There probably have not been five new product press releases in the entire year previous to May, and now we have five in less than a month. I don't have time right now to check for the exact number of product PRs they have issued over the last year, but I'm sure one of the pumper-idiots here on the board will be happy to do so and report back if I am wrong.
In addition, they felt the need to announce this minor certification last week:
Clearly, they are concerned about the stock price and the impact it is having on morale and employee turnover. It also indicates to me that, without this kind of help, they are not at all certain that their stock price is going to recover anytime soon.
Product press releases are free advertising. I am shocked that Jack hasn't done more of this in the past. It is a lot cheaper than $5K (or whatever they pay) for a page in EDN/ED/ECN/EETimes.... Most of the HPA companies have active press machines, it is about time for MXIM to catch on.
Big deal. Interface prouducts, you know RS-232, RS-485, RS-xxx, etc. are the type of products that make up the largest portion of the portfolio pie. Even if this product was successful technically, I doubt they can deliver it; more importantly, potentially large customers doubt they can deliver it. Maxim is notorious for not delivering and not delivering highly reliable products, average at best.