Sonos could also use time to recover and distill lessons from its most recent attempt at entering a new device category. Likely due to the app controversy associated with the cans, the Ace hasn’t been meeting sales expectations, per a February report from The Verge citing anonymous sources. If Sonos should learn anything from the Ace, it’s that breaking into a new field requires time, patience, and incredible attention to detail, including how long-time and incoming customers want to use their gear.
Of course, financial blowback from the app debacle could be more directly behind why Sonos isn’t releasing a streaming box. Additionally, Sonos saw numerous executive changes following the app fiasco, including the departure of the CEO who greenlit the streaming box, Patrick Spence. New executive leaders, including a new chief product officer and chief marketing officer, could have different views on the value of Sonos to enter the streaming market too.
Sonos’ spokesperson didn’t answer Ars’ questions about Sonos’ reported plans to cancel the streaming box and whether the decision is related to the company’s app woes.
Sonos may have dodged a bullet
Ultimately, it didn’t sound like Sonos’ streaming box had the greatest potential to disrupt other TV streaming platforms already settled into people’s homes. It’s possible Sonos had other products that weren’t leaked. But the company would have had to come up with a unique and helpful feature in order to command a high price and compete with the likes of Apple’s TV 4K set-top box.
Even if Sonos came up with some killer feature or app for its streaming box, people are a lot less likely to gamble on a new product from the company now than they were before 2024’s app catastrophe. Sonos should prove that it can handle the basics before attempting to upcharge technologists for new streaming hardware.
Sonos’ streaming ambitions may only be off the table “for now,” new CEO Tom Conrad reportedly told employees today, per The Verge. But it’s probably best that Sonos focus its attention elsewhere for a while.
