High-End Headphones Emerge as Next Frontier for Sonos After Struggling with Ace Sales

Sonos’ Struggles with Ace Headphones: A Turnaround Strategy Unveiled

In a recent report, Bloomberg’s Mark Gurman shed light on Sonos’ struggles with its Ace headphones and the company’s potential plans to address the issue. Despite high hopes, the audio company’s sales of its Ace headphones have fallen short of expectations, with only 200,000 units sold through September against a target of 1 million.

A Price Tag of $450: A Major Factor

The high price points of the Ace headphones, along with the problematic app launch, have contributed to the disappointing sales. The app, designed to control the Ace headphones, was plagued by glitches, further exacerbating the situation. The flawed app was meant to usher in a new generation of products with a fresh software interface, but instead, it plunged the company into a crisis.

New Strategy Unveiled: Higher-End Headphones and Price Cuts

To tackle the issue, Sonos is exploring the development of a higher-end headphone model, codenamed "Roundhouse." This move would involve reducing the price of the current Ace model by $50 and introducing the new, upscale version at the original $450 price point. Some Sonos employees are skeptical about this approach, but the discussions highlight the company’s acknowledgment of the challenges it faces with the Ace headphones.

New Product Launches: A Bright Spot for the Company?

Sonos has recently launched two new products, the Arc Ultra and a new Sub subwoofer, both part of the company’s roadmap outlined by Gurman. While these new additions have the potential to revitalize the company’s image, it remains to be seen how they will fare in the market, given Sonos’ recent struggles with the Ace headphones and app.

The Road Ahead: Regaining Momentum in a Competitive Market

To regain its footing, Sonos must carefully consider its pricing strategy and ensure that its products offer compelling value to consumers. As the company moves forward, it will be interesting to see how its new strategy plays out, particularly with the launch of the Arc Ultra and Sub subwoofer. Will Sonos be able to turn the tide and regain its position in the market? Only time will tell.

Key Takeaways:

• Sonos’ Ace headphones have fallen short of sales expectations, with only 200,000 units sold through September.
• The company is considering developing a higher-end headphone model, codenamed "Roundhouse."
• The new Arc Ultra and Sub subwoofer products have been launched, part of a roadmap outlined by Gurman.
• Sonos must carefully consider its pricing strategy to regain its footing in the market.

[Image: The new Sonos Arc Ultra soundbar. | Image credit — Sonos]

[Image: An image of a family sitting on a couch while content plays from a TV with the Sonos Arc Ultra soundbar]