Technological development and its consequences, in the form of innovative aging of products and processes, lead to producers’ attitude towards searching for ways and means of improving and changing their parameters. The trend of changing the parameters of innovative products and processes as a result of their rapid innovation aging has already formed a new alternative concept for innovation development. It also puts new requirements both on the consumer nature of innovative products and on the methods, approaches and ways of their production and consumption. The main directions that provide an effective way out of the constraints imposed by rapid innovation aging to create competitive innovative products are being actively applied by many companies in automotive and electronics. This new approach, quickly adopted by manufacturers, is already showing its advantages in the practice of many industrial companies. The purpose of this article is to explore this process and define the main directions of its alternative and development. In essence, this means shortening the life cycle of products and reducing their resource use.