Can a new soundbar fix Sonos’ self-inflicted wounds?

Sonos is gearing up to release a new soundbar codenamed Lasso, as reported by The Verge. Leaked images suggest that it will be an upgraded version of the existing Sonos Arc, featuring built-in Bluetooth and new driver technology from Mayht, a startup acquired by Sonos in 2022. The advanced drivers are more efficient but possibly costlier to manufacture, leading to speculation that the Lasso could be priced around $1,200, compared to the $899 Sonos Arc.

Typically, news of a new Sonos product generates excitement among fans anticipating an upgrade. However, the current sentiment surrounding the company is not positive. Earlier this year, Sonos introduced a major app overhaul aimed at enhancing music access and discoverability, but many users found the new design less user-friendly, with missing features and stability issues.

Despite frequent updates, Sonos has not fully addressed the concerns, leading to dissatisfaction among customers. The recent negative feedback on social media indicates a growing sense of betrayal, echoing past issues faced by companies like Microsoft in the gaming industry. Sonos now faces the challenge of regaining customer trust and loyalty, especially with the upcoming release of the Lasso soundbar.

Meanwhile – millions of loyal Sonos customers still can’t use their systems fully because of the latest app you forced on us.

I was going to buy the Ace – but will now buy the Air Pod Max as I can trust Apple to fix issues.

— Dr Von Steiner (@DrVonSteiner1) July 10, 2024

The fallout from a poorly executed product or service can have significant consequences for a company’s reputation and customer base. Sonos must prioritize addressing software issues before launching new products like the Lasso soundbar to avoid further alienating its consumer base.