Sonos could be considering even higher-end headphones

Earlier this year, Sonos announced the Ace headphones. These are the company’s first pair of headphones, where prior to this their lineup pretty much consisted of wireless speakers. Now it seems that Sonos could be considering moving into the higher-end side of headphones for its next model.

This is according to a report from Bloomberg’s Mark Gurman in his latest issue of the Power On newsletter. According to the report, it seems that Sonos is struggling with the sales of the Ace. The headphones don’t come cheap at $400, and apparently only 200,000 units have been sold so far.

To turn things around, Sonos is discussing a potentially new strategy which is to sell even higher-end models. It sounds like an odd choice, since price is one of the reasons people are put off by the Ace. So you would think that Sonos would pivot to creating cheaper models that could have a wider appeal.

However, the report suggests that what Sonos is planning is to reduce the price of the Ace by about $50, and then launching a new pair of headphones that would sit at $450. This would create a bigger price disparity to make the Ace more appealing, while also launching a new premium product. It’s an odd choice and it remains to be seen if that will happen.

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