Sonos, a company that has recently scaled back its research and development team as part of a companywide austerity program to improve earnings, is resorting to some old “tried and true” methods of launching “new” and “innovative” products…by updating previous models. CEO Tom Conrad called it “…building on what already works.”
As such, it has introduced the “new” Play and Era 100 SL models. Will this strategy attract new users???
See more on the latest ‘new’ models from Sonos…
This week, Sonos introduced the Sonos Play and the Sonos Era 100 SL, two “new” speakers that are said to be part of the company’s plan for a “renewed focus” on strengthening the Sonos system. But wait, don’t those model names sound familiar? There’s a reason for that…
Room-Filling Sound
The company says these new models are “[d]esigned to deliver powerful, room-filling sound…” They are also “easier than ever to start and expand it room by room – creating a connected listening experience that grows with you over time.” This pitch is like a well-worn path – one that Sonos executives, both present and past, have walked many, many, many times before.
Not only are the product designations like those of the past, but the pitch for why consumers should consider buying them is like those of the past, as well.
The Source of the Sonos Play Designation
Back in the fall of 2013, the company introduced the Play:1, the more affordable part of the by then established Play series that included bigger brothers Play:5 and Play:3. The original Play:1 was well received by critics who welcomed the extension of the line to more accessible prices.
It’s not fair to say this new Play is the same as the Play:1; there are significant differences. Most notably, the new Play is portable. Of course, there already are portable models in the Sonos line, such as the Roam and the Move, but now there is another.
Incremental Advances Versus Breakthrough Innovation
My point is that the company appears to be resorting to incremental generational updates and improvements, rather than pushing for breakthrough innovation into bold new technologies and devices it needs to reassert its former category leadership. When Conrad took over as CEO, he canceled the existing product roadmap. Is this the new roadmap? I hope not…Sonos needs to push itself to deliver on a bolder vision.
In any event, these two new products are finding some fans.
Engadget Editor is a Fan
Reviewer Nathan Ingraham of Engadget likes what he sees in the Play. In his opinion, the $299 Play tucks nicely between the $179 Roam 2 and the $499 Move 2. He says the new Play is potentially the goldilocks (you know, “just right”) of the company’s portable lineup.
The company says the Play is its “most versatile speaker with rich stereo sound that’s designed to live at home and move seamlessly beyond it.”
Deeply Powerful Because of the System Behind Them
Much of consumer tech promises innovation, yet too often delivers isolation — new devices replacing old ones instead of building on what already works. We believe a great sound experience shouldn’t reset every time you add something new. It should get better. Sonos Play and Era 100 SL are a clear expression of what Sonos does best — creating products that feel simple on the surface, but are deeply powerful because of the system behind them.
Tom Conrad, Sonos Chief Executive Officer (CEO)
These new models represent only the second new product launch since 2024 (in the wake of the Great App Disaster). The first was the new Amp Multi, which, in my discussions with integrators, is getting a decidedly mixed review. And now we have these new, revamped Play and Era 100 SL units.
The Sonos Play offers these features…
- Part of Your Sonos System – Connect over WiFi to group across rooms or pair for stereo. Comes with a charging base
- Portable Listening – As I said, the Play is a portable product that the company says is designed “for everyday carry” with a removable carry loop. The company claims 24 hours of battery life for extended outdoor or on-the-go listening. Play is an IP67-rated waterproof design and includes a built-in power bank to charge your mobile device
- Sustainable Design – Comes with power management optimization and a replaceable battery
- Control Seamlessly – Brings together voice services, Spotify Connect, and Apple AirPlay 2…not to mention the Sonos app to “bring your music, rooms, and devices together in one experience”
Is It Truly a New Era with the New Era 100 SL?
The new Era 100 SL looks to be a new entry point or first building block for a future Sonos system. From the looks of it, it is essentially identical to the Era 100, but without a microphone, which lowers the price of entry into Sonos’ system and keeps privacy-conscious users happy.
The company also notes that the model has a “streamlined feature set” yet delivers…you guessed it…”room-filling sound.” You can pull it out of the box to use today and then easily expand into a more extensive Sonos system later by adding another room, stereo pairing, or even branching out to a home theater system.
Fits How People Actually Live
We believe the first speaker you bring home should sound complete on its own, and become even better as your Sonos system grows. Sonos Play and Era 100 SL offer two distinct ways to shape a listening experience that fits how people actually live, while making it simple to add new rooms, new moments, and new possibilities over time.
Chris Kallai, Sonos VP of Product Creation
Both of these new models attempt to tap into the Sonos heritage by using familiar names (i.e. Play and Era 100 SL), with both designed to be affordable entry-level options for those seeking to start their Sonos system journey. The difference in their design and features is meant to be attractive to different types of potential customers.
Innovation Was Not the Goal; Building a System Entry Point Was
Neither of these new models is particularly innovative or unique. Truly, the company is going all-in on focusing on building a system gateway, and these are each a type of starting point for a different kind of user that the company hopes will continuously add to their Sonos system. Innovation was not the goal…building a system entry point was the company’s target.
Both the Sonos Play and the Era 100 SL are available for pre-order now on the Sonos.com website, along with select retail partners. Each are available in any color you want, as long as you want either black or white. The Sonos Play sells for $299, and the Era 100 SL is priced at $189.
The company expects to be able to begin delivering them starting March 31, 2026.
For more information, visit sonos.com.
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