Audio technology company Sonos Inc. is expanding its product lineup with the introduction of premium wireless headphones and a versatile TV set-top box. The headphones, priced at around $400, are set to be released as early as April. Meanwhile, the TV box, expected to rival offerings from Apple and Roku, may hit the market by the end of 2024. Sonos is also working on other exciting products, including amplifiers, in-ceiling speakers, a higher-end TV sound bar, updated subwoofers, and an improved portable speaker. Additionally, the company plans to update its voice control system, launch a video service, and enhance its smartphone app.
To revitalize growth and diversify its revenue streams, Sonos CEO Patrick Spence has prioritized the development of new products. The decline in demand for smart speakers prompted the company to explore opportunities in other market sectors, such as headphones. By leveraging the Sonos brand, the company aims to establish a presence in the lucrative headphone market. Spence noted that 2023 has been challenging for Sonos, but he anticipates that new products will drive significant revenue in the latter half of 2024.
Sonos has been working on its headphones since 2019, and the long-awaited model, codenamed "Duke," is finally ready to be unveiled and released for retail in the coming months. The over-ear style headphones will be available in black and white, synchronize with Sonos devices, offer voice control, and are likely to be priced between $400 and $500. Sonos also plans to develop earbuds similar to Apple's AirPods as a follow-up product.
The headphones will feature technology acquired from RHA Audio, an Irish company that Sonos purchased two years ago. While Sonos isn't aiming to outperform Apple in terms of technical specifications, the company plans to focus on the Sonos brand's sound quality reputation. Additionally, Sonos will release a smartphone app called "Passport" to allow users to control their headphones and other mobile Sonos gear remotely.
In the near future, Sonos intends to enter the TV set-top box market with its device codenamed "Pinewood." This versatile device will stream video on TVs, serve as a central hub for Sonos devices, and operate with its own OS based on Android. Sonos is also exploring partnerships with cable companies to offer live television and plans to collaborate with popular streaming services such as Netflix to develop apps for the platform. The TV box will support Dolby Atmos and Dolby Vision, providing immersive surround sound. Sonos is even considering the possibility of launching its own video service.
The company is simultaneously working on other home theater equipment, including an updated subwoofer codenamed "Lotus" with enhanced capabilities like Wi-Fi 6 support. Additionally, a new version of the portable Roam speaker, codenamed "Sidecar," is in the pipeline with a redesigned top that features a touch-controlled volume slider. Sonos is also developing a premium version of its Era 100 speaker, codenamed "Raven," which will include an Ethernet port to target businesses like restaurants and retail stores.
Later in 2024, Sonos plans to release a new sound bar codenamed "Lasso" that offers superior bass and improved audio quality compared to the existing Arc model. The company plans to price the new sound bar around $1,200, up from the current $900 price tag. This higher price reflects the inclusion of advanced speaker components developed by Mayht Holding BV, a company acquired by Sonos in 2022.
Furthermore, Sonos aims to introduce a high-end amplifier called "Premier" in the second half of 2024, catering to professional home theater installations. Each unit may be priced between $3,000 and $4,000. Preceding this, Sonos plans to release new 8-inch in-ceiling speakers to complement the amplifier.
Sonos' ambitious product lineup expansion signals a strategic shift and highlights the company's commitment to innovation. By diversifying its offerings and entering new market segments, Sonos aims to recapture growth and secure its position as a leader in the audio technology industry.