The time is right for Apple to buy Sonos
It’s been a busy couple of months for smart speakers — Amazon released a bunch just this week, including updated versions of its existing Echo hardware and a new Echo Studio with premium sound. Sonos also introduced its first portable speaker with Bluetooth support, the Sonos Move, and in August launched its collaboration collection with Ikea. Meanwhile, Apple didn’t say anything about the HomePod at its latest big product event — an omission that makes it all the more obvious the smart move would be for Apple to acquire a company that knows what they’re doing in this category: Sonos.
From an outsider perspective, it’s hard to find two companies that seem more philosophically aligned than Sonos and Apple when it comes to product design and business model. Both are clearly focused on delivering premium hardware (at a price point that’s generally at the higher end of the mass market) and both use services to augment and complement the appeal of their hardware, even if Apple’s been shifting that mix a bit with a fast-growing services business.
Sonos, like Apple, clearly has a strong focus and deep investment in industrial design, and puts a lot of effort into truly distinctive product look and feel that stands out from the crowd — and is instantly identifiable once you know what to look for. Even the company’s preference for a mostly black and white palette feels distinctly Apple — at least Apple leading up to the prior renaissance of multi-color palettes for some of its more popular devices, including the iPhone.
From a technical perspective, Apple and Sonos seem keen to work together — and the results of their collaboration has been great for consumers who use both ecosystems. AirPlay 2 support is effectively standard on all modern Sonos hardware, and really Sonos is essentially the default choice already for anyone looking to do AirPlay 2-based multiform audio, thanks to the wide range of options available in different form factors and at different price points. Sonos and Apple also offer an Apple Music integration for Sonos’ controller app, and now you can use voice control via Alexa to play Apple Music, too.
The main issue that an Apple-owned Sonos hasn’t made much sense before now, at least from Sonos’ perspective, is that the speaker maker has reaped the benefits of being a platform that plays nice with all the major streaming service providers and virtual assistants. Recent Sonos speakers offer both Amazon Alexa and Google Assistant support, for instance, and Sonos’ software has connections with virtually every major music and audio streaming service available.