Hardware Innovation

Physical buttons are staging a comeback in the age of infinite software menus. Logitech expanded its MX Creative Console beyond creative apps to Microsoft Office and Teams, letting users assign custom actions to LCD keys and Bluetooth dials without switching profiles manually. The device costs more than most mechanical keyboards but autodetects active applications and switches contexts automatically as product reviews note, reducing the cognitive overhead of hotkey memorisation. This reflects a broader tension: as software grows more complex, hardware makers bet professionals will pay premiums for physical shortcuts that make digital work feel tangible again. Stream Deck pioneered this category for creators, but Logitech is targeting the vastly larger Office productivity market.