Why does NI have a DAW software?

Confused as it appears maybe you didn't proofread what you posted. Are you asking why NI Doesn't have A DAW Software?

Maschine is their attempt. They tried to make it more DAW features, failed, then gave up and just said it's a groove box.

They don't have the expertise to make a full featured DAW that could come close to anything already available. DAWs need more than sample content and it has been looooong drinks between new and innovative plugins. Even the latest release of KK has proven how far off the mark things are and given how slow overall development is in all areas, I would not want to place any eggs in that basket personally.

I hope they do a DAW at some point. There's definitely a market for something a bit more simple, less complex. Most DAWs are feature monsters, and get more features with every paid upgrade, because, people need a reason to part with their money, and, the companies doing DAWs have that business model that they need to do one new paid version every year, to keep the money flowing.

If NI would release something more simple, and do a new version every few years, without the need to add a gazillion of features, to justify a high price for a new paid version, they surely would have a place in that market, IMO. It also would make sense for their ecosystem.

I think they already have a good base with Maschine and Komplete Kontrol.

If you really take a look at what they do, then it is a whole lot that they do. Steinberg, Presonus, or Reason Studios have a big catalogue of software and addons that they're doing/selling. They're really not just doing DAWs.

Apart from that, NI already has a lot of experience, with Maschine, Komplete Kontrol, or stuff like Kontakt or Reaktor. Programming a DAW wouldn't be an issue for them.

The question is rather whether or not they want to go down that path. It's a risk, and, the outcome is completely unclear. If I had to guess, then I would say that they won't do a DAW, but, you never know. Again, I think there is definitely a market for a more simple, streamlined DAW. Studio One was just that once, before they went down the "a paid feature upgrade every two or one year". Which led to feature bloat, and will lead to even more feature bloat in the future. Which sucks. A DAW doesn't have to have a gazillion of features, especially when they're only there to justify a monetary expense every year. 🙄

There actually would be one: Just like in Maschine, Komplete Kontrol, Kontakt, or Reaktor, people who would use their DAW would probably be primarily connected to their application and plugin ecosystem. What I mean by that is that their DAW would likely be strongly connected to their content, making (more) people using their DAW make use of and buy their content.

Anyway, this is all speculative. Just saying that it would be a cool thing to have a more simple and streamlined DAW by NI, in the vein of Maschine.