commoditize

verb

1. (US, proscribed, transitive)To transform into a commodity, particularly of an existing product.

   “IBM's goal was to commoditize the add-in market, which is a complement of the PC market, and they did this quite successfully.[…] Microsoft's goal was to commoditize the PC market. Very soon, the PC itself was basically a commodity, with ever decreasing prices, consistently increasing power, and fierce margins that make it extremely hard to make a profit.”