A Sonos Value Hike Is About to Make a Unhealthy Scenario Even Worse

As an organization, there are many issues you are able to do when individuals are upset together with your product. You may supply concessions (reductions in an effort to drive demand), swap your CEO (that’s a press release and a vibe shift), or you could possibly pledge to do higher and truly repair points making individuals upset (think about that!). One factor I’d not advocate doing when instances are robust, nevertheless, is elevating costs, however Sonos appears to have been pressured into this precise state of affairs.

In response to Sonos’ newish CEO, Tom Conrad, tariffs for the Trump administration are—as they are for many companies—creeping in, and naturally, that’s going to lead to increased costs for its already costly audio gear. Per Bloomberg, Conrad stated within the newest quarterly earnings report that “it has change into clear that we’ll want to boost costs on sure merchandise later this yr.” Which merchandise? We don’t know for positive, however that’s not nice contemplating how issues have been going for Sonos currently.

First, there was an app disaster that really ended up delaying product launches in 2024 and led to Sonos swapping CEOs from Patrick Spence to Conrad. As if that wasn’t dangerous sufficient, this week Sonos additionally admitted {that a} “very low” variety of audio system were overheating. By overheating, I imply they had been getting so sizzling that USB-C ports melted. I’m no knowledgeable, however I’m going to go forward and say that it seems to be like a bit of a fireplace hazard.

There’s additionally the actual fact, as I discussed, that Sonos-branded merchandise are additionally already pretty costly to start with. Its Ace headphones, for instance, are $400, which continues to be cheaper than AirPods Max however greater than opponents like Nothing and its Headphone 1, which sells for $300. Additionally, you want a Sonos soundbar to get essentially the most out of these headphones and its TV audio swap function. Equally, Sonos’ Move 2 speakers—a transportable Bluetooth speaker—price $450, which eclipses even the premium of Bose’s newest SoundLink Plus. What wiggle room Sonos has for these merchandise is unclear, nevertheless it appears to me that elevating costs on these devices may be a dangerous maneuver.

Sonos, for its half, appears to acknowledge that, and in response to Bloomberg, Conrad says that worth hikes will range throughout totally different classes. Hear, I don’t imply to single Sonos out right here as a result of tariffs are having wide-reaching results throughout a number of totally different classes, tech and non-tech alike, however I’d be mendacity if I stated this squeeze doesn’t really feel notably ill-timed. One factor is for positive: if costs balloon additional, Sonos will put its model loyalty to the take a look at in a manner it’s by no means accomplished earlier than.