Sonos is launching a revamped app and a new operating system, Sonos 27, aiming to rebrand itself as an "audio operating system" rather than just a speaker company, following a turbulent period marked by user dissatisfaction with its previous app.
The company, once a leader in smart home audio, faced significant backlash in 2024 when software updates rendered its app frustratingly difficult to use, removing essential features like volume control and accessibility tools. In response, Sonos apologized, considered reinstating the old app, and ultimately replaced its CEO, with new leadership now focused on regaining customer trust.
The new Sonos 27 operating system will power a redesigned app, which Sonos claims was developed with a strong emphasis on user feedback. Key app improvements include enhanced navigation, better room sorting, and updated volume controls. By fall, users can expect system health views to help diagnose connectivity issues. A major highlight is Sonos 27 voice, an early-access generative AI feature that allows voice commands for music playback based on mood and can integrate with third-party AI services like ChatGPT. Customizable "Sonos Custom Agents" will also let users personalize AI assistants for various tasks and even choose their voices.
Sonos executives, like interim hardware lead Brandon Holley, emphasize the shift from being perceived as a "speaker company" to an "audio operating system." This new identity is reflected in the introduction of a new soundbar, the Beam Ultra, and the Sonos Ace Ultra over-ear headphones, designed to seamlessly integrate into the Sonos ecosystem. The Ace Ultra headphones boast Wi-Fi connectivity for effortless switching between speakers and headphones, while the Beam Ultra soundbar features enhanced audio drivers and AI-driven speech enhancement for clearer dialogue.
However, the new Sonos 27 features and the updated app will only be compatible with the S2 app, excluding owners of older Sonos hardware running the S1 app. Sonos acknowledges that not all older products will support every new feature due to hardware limitations, promising transparency on compatibility and upgrade paths at a later date. The company also introduced "Sonos Fabric," the name for its network technology, with new features like "portable surround" for dynamic room-based audio setups and "Headphone Linking" for seamless audio transfer.
Despite the ambitious rebranding and technological advancements, Sonos's history of software challenges means that while newer devices may benefit from the AI integrations, existing system owners might still encounter setup difficulties. Sonos assures customers that AI features will be opt-in, and the company is committed to a more user-centric approach moving forward, promising to "bring our customers along" and "listen more."
