Until now, because a new product (or facility) launched in market has been retired from one year of age, we can have had ASL by stub-curve method by Iowa curve. Recently, many innovative products with important role in market like display and solar-cell etc. are more durable and, what are better, they have the constant variance in ASL because of their good quality. Of course, there are some ones like smart mobile phone with relatively big dispersion in ASL. Estimating ASL of products like display and solar-cell etc., the new approach is needed. In this paper a new method applied traditional Iowa curve with accelerated reliability test (indoor/outdoor) etc. is proposed.