Sonos announces premium headphones and Ace price drop for 2024
- Sonos intends to launch a new premium headphone model, exceeding the capabilities of the current Sonos Ace.
- The company has sold about 200,000 units of the Ace headphones, leading to a significant reduction in manufacturing plans.
- Discussions within the company suggest optimism about the new model, but skepticism exists about whether price adjustments will effectively boost sales.
In recent developments, Sonos is planning to introduce a new pair of headphones, suggested to be of a higher quality than its existing Sonos Ace model, which was launched earlier this year. The company sold around 200,000 units of the Ace headphones by September 2023, which was significantly below the anticipated production target. This has led Sonos to cut its manufacturing plans drastically from an ambitious million units to about 10% of that figure. One contributing factor to the initial underperformance appears to be issues associated with a newly released app designed to manage the Ace headphones, which has faced criticism. Recognizing these challenges, Sonos is reportedly considering a strategy that includes reducing the price of the Ace by $50, potentially making it more appealing to consumers. There is skepticism among Sonos employees regarding the effectiveness of this approach, yet the discussion reflects the company’s awareness of its struggles in a competitive headphones market. To further diversify its product offerings and upgrade its reputation, Sonos has already released new models, including the Arc Ultra soundbar and an improved subwoofer called the Sub, indicating their intent to enhance their market presence.