Sonos introduced its first headphones earlier this year. The Sonos Ace, a pair of headphones I think are spectacularly good, may be joined by another pair of headphones which are even more premium, it seems. Here’s what we’ve learnt.
Sonos also released a new app recently, and it has not gone well. The company accepted this had been a misstep and is working to put it right. Meantime, Sonos is working on a plan that will turn things around, according to Bloomberg’s Mark Gurman in his latest Power On newsletter.
The strategy under consideration—and Gurman doesn’t seem sure that it will definitely happen—is to release a new pair of headphones that are higher-end than the already capable Sonos Ace.
Gurman says, “Sonos is still struggling with its high-profile attempt to crack the headphone market. I’m told that the company only sold about 200,000 units of the new Ace headphones through September. I previously reported that Sonos slashed its annual manufacturing plans from as much as 1 million units to about 10% of that.”
The app was part of this, it’s thought. “One of the main reasons for the software overhaul was to create a new system to control the $450 Ace headphones, and it hasn’t gone smoothly. Still, Sonos is working on a plan to potentially turn around its fortunes: a higher-end model.”
If the prospect of even more premium headphones leaves you reeling at the potential price, relax. “The idea is knock $50 off the price of the current model, and then sell the more upscale version at $450… Some Sonos employees are skeptical that the move would succeed, but the discussions show that the company realizes it has a problem,” Gurman adds.
Sonos hasn’t exactly been standing still, with a release in the last few days of a new soundbar and improved subwoofer, called the Arc Ultra and Sub respectively.
The headphones issue is not down to the quality of Sonos Ace, but the app issue may have contributed, and the over-ear headphones market is pretty crowded.
Still, at the very least, the prospect of a price drop for the excellent Ace will be welcomed by many.
