Application-specific IC products are perceived as marginalized by ASSPs, MCUs, or FPGAs, but this is not the case for many interesting and emerging applications such as medical and wireless devices. The author offers examples of projects where ASIC design was the only way to meet product objectives. Interestingly, there appears to be an ASIC revival, although it is difficult to quantify, as designs are fragmented across applications and geographies. However, opportunities are cited where an ASIC gives product differentiation and IP protection and also makes cost and power affordable. Design techniques to enhance features and manage engineering risk and timescales are discussed.