Can Sonos' self-inflicted wounds be healed with a new soundbar.

As stated by The Verge, Sonos is purportedly getting ready to introduce a brand-new soundbar known as Lasso. It looks to be an improved model of the current Sonos Arc, with new driver technology from Mayht, a Netherlands-based business that Sonos purchased in 2022, and built-in Bluetooth, according to leaked photos from a beta tester. Rumor has it that the Lasso might cost up to $1,200, whereas the Sonos Arc is now at $899. These drivers are said to be more efficient than previous designs, but they might also be more expensive to produce.

When a new Sonos product is announced, fans usually get quite excited about what could be their next upgrade. Still, there’s currently a lack of enthusiasm surrounding the organization. With the goal of improving discoverability and giving users easier access to their favorite music, Sonos introduced a significant redesign of its app earlier this year.

Unfortunately, the redesign has proven to be a significant departure from the previous version in terms of usability. Many key functions, such as locating a currently playing speaker from a list, have been rearranged, requiring a learning curve. Moreover, the new app launch revealed that previously available features, like alarms, timers, access to personal libraries, and song queue management, were missing. Adding to user frustration, some Sonos systems became unreliable or unusable.

Since the initial launch of the redesign on May 7, Sonos has issued frequent updates and restored many missing features. However, using a Sonos system remains less enjoyable than before, with stability issues persisting and users navigating the app with skepticism about its improvement over the previous version.

It is likely that Sonos will eventually resolve all remaining glitches and bugs. However, over the past two months since the redesign’s launch, Sonos seems to have alienated what was once one of the most loyal customer bases in the consumer tech world. Recently, a Sonos ad for its new wireless headphones, the Sonos Ace, drew a backlash on social media despite positive reviews of the product. Responses to the ad were filled with anger and disappointment, with users demanding that Sonos focus on fixing its app before promoting new products.

Comments on the ad expressed not just irritation but also a sense of betrayal, a dangerous sentiment for any brand’s future prospects. When a company loses alignment with its customers due to a poorly executed product or service, the consequences can be severe.

Microsoft faced a similar situation when it announced the Xbox One, which required an internet connection and the use of a Kinect accessory. The backlash from loyal gamers forced Microsoft to revise its strategy before the console’s release. While Sonos may not face as dire consequences as Microsoft did, the incident highlights the risk of alienating a loyal customer base.

Unlike gaming consoles, which see updates every few years, many Sonos customers have owned their wireless speakers for a decade or more. Audio technology evolves more slowly than gaming tech, and each Sonos product added to a customer’s system deepens their investment in the ecosystem. Nevertheless, there are limits to this loyalty, especially when it comes to soundbars, where performance and reliability outweigh brand loyalty.

In my experience, despite the excellent sound quality of our Sonos Arc, Sub, and Era 300 surround speakers, the recent app issues have diminished the overall user experience. While I’ve recommended Sonos setups to many, the current software instability makes it challenging to endorse future Sonos products like the Lasso soundbar, even if it promises superior audio quality.

The main purpose of a soundbar is to provide excellent clarity for TV audio and conversation for entertainment purposes. Although it’s not necessary, connection with other Sonos speakers is beneficial. Until these problems are completely resolved, prospective customers may choose to use other soundbar options due to Sonos’ present software difficulties.

Regaining the trust and pleasure of customers is a crucial task for Sonos. In particular, as it gets ready to release new products like the Lasso soundbar, fixing the app’s reliability problems quickly will be essential to preserving its reputation and keeping its devoted user base.

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