Sonos Ace Ultra, Beam Ultra, Sonos Fabric, and a New App: Everything Sonos Just Announced
Sonos is attempting to recover from a disastrous app update by rebranding itself as an 'audio operating system' and launching new hardware. The company is introducing generative AI features and a new app version to address widespread customer dissatisfaction.
Why it matters
This highlights the risks of software-driven hardware ecosystems and the challenges companies face when attempting to pivot their brand identity following a major product failure.
The smart speaker company, long a darling of the audio industry, undid much of the goodwill it earned with its multiroom speakers through a bevy of software updates that broke its app in 2024. Almost all app users hated it, citing the loss of features like volume control and accessibility tools meant to help blind people use the wireless speaker system. Sonos eventually owned up to the mistake, considered bringing back the old app again, then booted its CEO and marched its new leaders out to apologize profusely to win back the company’s furious customers.
Now, Sonos says it has a brand-new app update, infused with lots of generative AI features. The company also announced a new soundbar and its second pair of over-the-ear headphones. Sonos representatives say it doesn’t want to be seen as a speaker company anymore, but as something bigger and more holistic.
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