If you’re smart, the one with the money in their pocket. Just to be clear: the customer. If you do not realise that, you should not be in business.
The shareholders already gave you their money and they are now expecting more money back than they invested and will be eager to provide you with “good advise” on how to maximise your revenue and minimize your costs…
Putting more devices on the market to attract more customers, but don’t invest too much in innovation as that drives up the costs… Just make it look different, like putting old wine in new bags… I really hope they will announce a truely new instrument at NAMM…