Sonos announced today that it will enter a new “multi-billion dollar” product category in 2024, which is widely assumed to be headphones. Sonos CEO Patrick Spence declined to comment on the company’s plan but said the new product will “complement” existing Sonos devices and “delight customers and drive immediate revenue.”
Sonos expects new products to generate more than $100 million in revenue in 2024. According to Spence, the new product accounted for a “large portion” of that revenue in the latter half of the year.
For years, rumors have circulated that Sonos intends to enter the headphone market with a wireless headphones pair that resembles the AirPods Max. Although Sonos has never acknowledged working on headphones, an internal leaked memo to the public revealed that the company has a headphone division.
The initial headphones may rival over-ear headphones made by Bose, Sony, Sennheiser, Shure, and Bowers & Wilkins, but Sonos may also aim to take on the AirPods market.
As Apple’s HomePod and Sonos speakers are already in competition, it wouldn’t be shocking to see a pair of headphones that function as Beats and an alternative to AirPods Max. There is little information about Sonos’ plans for the headphones at this time, and the exact launch date remains undisclosed.