We are about to hit the summer period -- pre-back-to-school -- and now is the traditional time technology brands navigate the way they work with retail channels for the classic winter and spring seasons. Much like the fashion industry the technology market for consumers tends to adopt seasonal trends. Certainly this does not involve the use of hyper thin East European models parading around stores with software or hardware in tow. However, given the control many retailers have (like famous designers) it is easy to get intoxicated by what they tell us. Remember they have the retail runway, the high traffic numbers and a one-stop place to shop, all of which makes our jobs so much easier so that we can get on with product development for the next season.