Earlier this year, Sonos ventured into the headphone market with the launch of its first pair, the Sonos Ace, which received praise for its excellent quality. Now, it seems the company might be planning to introduce an even more premium set of headphones, signaling that they’re not done exploring this space. Here’s what we’ve learned so far.
Recently, Sonos rolled out a new app, but it didn’t go as planned. The company admitted the release had some issues and has been working to address them. Meanwhile, Sonos is reportedly considering a new strategy to boost its performance in the headphone market, as reported by Bloomberg’s Mark Gurman in his latest Power On newsletter.
Gurman suggests that the potential plan involves releasing a more high-end version of the headphones, even more premium than the current Sonos Ace. “Sonos is still having trouble with its high-profile attempt to break into the headphone industry,” he said. I’ve heard the company has sold about 200,000 units of the Ace headphones through September.” This figure led to Sonos reducing its manufacturing expectations significantly, from around 1 million units to about 10% of that.
It’s believed the app debacle played a role in the disappointing sales. According to Gurman, one of the main reasons behind the software overhaul was to create a better system to control the Ace headphones, priced at $450, but the launch did not go smoothly. Despite these setbacks, Sonos is reportedly contemplating a new plan to revive its standing in the market: a higher-end model of headphones.
While the idea of an even more luxurious model may have some people concerned about an even steeper price tag, there’s a silver lining. Gurman notes that Sonos is considering reducing the price of the current Ace model by $50, potentially positioning the new high-end version at the $450 price point instead. However, some Sonos employees are uncertain about whether this move will be successful. Still, it indicates that the company is aware of the challenges it faces.
Sonos hasn’t been idle on other fronts either. Recently, they released a new soundbar, the Arc Ultra, and an improved subwoofer, simply called Sub, showcasing their continued innovation in the home audio market.
Ultimately, while the issue with their headphones may not be related to the quality of the Sonos Ace itself, the troubled app launch could have contributed to the slower sales. Given the competitive nature of the over-ear headphones market, it’s a tough space to crack. Nevertheless, the potential price reduction on the Sonos Ace could be a welcome change for consumers looking for high-quality headphones at a slightly more affordable price.
