Robotic surgery has established a significant presence in today’s operating rooms and will become increasingly intertwined with the operating rooms of tomorrow. Medical device companies can ill afford to remain on the sidelines and adopt a passive attitude. They must seize the opportunity to engage more actively and positively with robotic surgery, whether through developing new robotic platforms or designing tools for existing platforms. That being said, certain considerations must be taken before going down this path. In particular, understanding the current procedural landscape, identifying limitations of the incumbent robotic system, and focusing on clinical and economic value can all help companies capitalize on the growing robotic surgery market.