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Backfill · 2023

#185 of 420

Sonos Home Sound System

seq 9
ObserverEstablished brand analysishomepositive
digital experience
Basic NeedsFeeling HopefulExploreSomething Bigger4/9
Sonos
ImagePress/product shot

Press shot: a Sonos One speaker in white sitting on a wooden bookshelf between books and a small plant, the minimalist cylindrical form blending into the domestic setting.

250 words

Sonos works on a premise that most speaker companies ignored for years: people want music in multiple rooms of their house playing the same thing or different things. Grouping features that let you link any combination of Sonos speakers with a single tap in the app are the reason the brand has such loyal users. Initial setup requires connecting 1 speaker to your router, and every subsequent speaker finds the network automatically. Adding a new room takes about 3 minutes rather than the cable-running ordeal that whole-home audio used to require. I like the Trueplay tuning feature where you walk around the room with your phone and the app adjusts the EQ based on your specific space, accounting for hard floors, soft furniture. Room dimensions unlike manual EQ sliders. App is the hub for everything, controlling volume per room, queuing songs from different streaming services. Setting alarms that wake you up with music instead of a buzzer, and the interface is clean enough that my parents can use it without calling me. Hardware design is deliberately neutral, matte white or black rectangles that don't demand attention. I think that restraint is intentional because a speaker that blends into a bookshelf gets placed in more rooms than 1 that looks like a statement piece. Sonos represents a bet that the home audio experience is defined by convenience and coverage rather than audiophile specifications, and for most people that bet is correct.