Sonos to Launch New Premium Headphones as Ace Sales Struggle, Price Cut Likely
Sonos is reportedly gearing up to release a new pair of premium headphones following underwhelming sales of their first model, the Sonos Ace (Available on Amazon). The company is also considering a price cut for the Ace to make it more competitive in the crowded high-end headphone market.

According to Bloomberg’s Mark Gurman, Sonos has struggled to hit sales targets with the Ace, selling just 20,000 units last month. Originally projected to sell 1 million units annually, the company has since revised its production plans down to 100,000 units due to the lukewarm reception. Despite receiving positive reviews, the Ace’s steep price of $449—coupled with competition from brands like Sony’s WH-1000XM5, which retails for $399—has made it a tougher sell for consumers.
The company isn’t sitting still, though. Sonos is reportedly developing a new, even higher-end pair of headphones, currently codenamed “Roundhouse”. These premium headphones are expected to be priced around $450, while the Ace could see a permanent price reduction to $399, making it a more appealing option for shoppers.
While details on the new model are still in the early stages, the price adjustment could position the Ace better in the market, especially with the holiday season approaching.
This potential shift comes as Sonos continues to expand its lineup with new audio products. Recently, the company unveiled its latest flagship devices, including the $999 Arc Ultra soundbar and the $799 Sub 4 wireless subwoofer, both of which are available for pre-order and expected to ship on October 29.

A price cut for the Ace, combined with the possible introduction of a premium model, may help Sonos regain momentum in the headphone market. For now, all eyes are on the company as they prepare to adjust their strategy in response to consumer demand.
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