Sonos Faces Struggles with Ace Headphones and App Launch Considers New Strategies for Recovery
Sonos recently encountered difficulties with the launch of its new app, acknowledging that it has not gone smoothly and committing to corrective action. According to Mark Gurman from Bloomberg, Sonos is also considering new strategies to improve its situation.
One key idea is to release a new, higher-end model of its Ace headphones, which could help the company recover from its current challenges. Although this plan is still uncertain, it indicates that Sonos is seeking ways to regain momentum.
Gurman notes that Sonos has struggled to break into the headphone market successfully, with the Ace headphones selling only 200,000 units by September. This underperformance led the company to slash its initial manufacturing target, reducing production by nearly 90%.
The company had once planned to manufacture up to 1 million units annually but has since adjusted those figures due to disappointing sales numbers. This demonstrates the extent of the challenge Sonos faces in gaining traction in the highly competitive headphone industry.
Sonos Faces Struggles with Ace Headphones and App Launch Considers New Strategies for Recovery
A significant reason behind the app’s redesign was to better support the $450 Ace headphones, though the software update has not met expectations. Sonos is now contemplating a price reduction for the current Ace model, potentially lowering it by $50, while offering a new, more premium version at the original $450 price point.
Some within the company are skeptical of this approach, unsure whether it will be enough to revitalize sales, but it reflects Sonos’s awareness that action must be taken to address its struggles.
Despite these setbacks, Sonos continues to innovate in other product areas. The company recently introduced the Arc Ultra soundbar and an upgraded subwoofer, known as the Sub. These new releases highlight that Sonos is still investing in its home audio lineup, even as it faces obstacles in the headphone market.
By expanding its offerings in other categories, the company shows its commitment to staying competitive in the broader audio space.
Ultimately, the issue with the Ace headphones appears to be more related to the user experience with the app than the quality of the headphones themselves. Additionally, Sonos faces stiff competition in the crowded over-ear headphone market. However, if the company follows through with a price drop for the Ace, it could attract more buyers and help mitigate some of the challenges it is currently facing.
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Sonos recently encountered difficulties with the launch of its new app, acknowledging that it has not gone smoothly and committing to corrective action. According to Mark Gurman from Bloomberg, Sonos is also considering new strategies to improve its situation.
One key idea is to release a new, higher-end model of its Ace headphones, which could help the company recover from its current challenges. Although this plan is still uncertain, it indicates that Sonos is seeking ways to regain momentum.
Gurman notes that Sonos has struggled to break into the headphone market successfully, with the Ace headphones selling only 200,000 units by September. This underperformance led the company to slash its initial manufacturing target, reducing production by nearly 90%.
The company had once planned to manufacture up to 1 million units annually but has since adjusted those figures due to disappointing sales numbers. This demonstrates the extent of the challenge Sonos faces in gaining traction in the highly competitive headphone industry.
A significant reason behind the app’s redesign was to better support the $450 Ace headphones, though the software update has not met expectations. Sonos is now contemplating a price reduction for the current Ace model, potentially lowering it by $50, while offering a new, more premium version at the original $450 price point.
Some within the company are skeptical of this approach, unsure whether it will be enough to revitalize sales, but it reflects Sonos’s awareness that action must be taken to address its struggles.
Despite these setbacks, Sonos continues to innovate in other product areas. The company recently introduced the Arc Ultra soundbar and an upgraded subwoofer, known as the Sub. These new releases highlight that Sonos is still investing in its home audio lineup, even as it faces obstacles in the headphone market.
By expanding its offerings in other categories, the company shows its commitment to staying competitive in the broader audio space.
Ultimately, the issue with the Ace headphones appears to be more related to the user experience with the app than the quality of the headphones themselves. Additionally, Sonos faces stiff competition in the crowded over-ear headphone market. However, if the company follows through with a price drop for the Ace, it could attract more buyers and help mitigate some of the challenges it is currently facing.