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I'm fairly certain this kind of thing is actually common with video game consoles. I can't find the actual quote, but I remember someone from Nintendo commenting on how everytime they release a console the next one goes into development. That's how it went with the Wii according to this old buisness week article.

How did you approach the redesign of the controller?

Miyamoto: We started work on the Wii around the time the GameCube went on sale in 2001. [Internally, the Wii had the codename "Revolution."] We started with the idea that we wanted to come up with a unique game interface.

Most of that time is probably researching and expiermenting with different concepts.