Links to the 2018 AMAs that make for very interesting reading when considering future products:
A potentially interesting answer is that there is a Product Board that decides on the niche that Elektron should fill next, then the team sets to work. For example, given Digitakt’s popularity, the Product Board decided to produce a companion synth. It only became the Digitone when Ess and others decided that it should be FM and not VA, Wavetable, etc etc. Which is fascinating seeing as it was just decided that it should be a synth in Digi format, and how it would come out wasn’t a consideration initially. So, when considering Syntakt or whatever else it becomes, the Product Board will have already decided, for example, we need a drum machine in Digi format. How it turns out is down to the team’s ideas.