Sonos Unveils Ace Ultra, Beam Ultra and AI-Powered Sonos 27

Sonos is trying to move beyond the fallout from its troubled 2024 app overhaul, which drew customer complaints over reliability and missing features and forced the company into a lengthy recovery effort. Chief Executive Tom Conrad, a former board member who took charge during the crisis, is repositioning Sonos as an integrated hardware-and-software platform. Sonos 27 is central to that strategy and a key test of whether the company can rebuild trust while expanding its connected-home audio ecosystem.

Sonos unveiled the Beam Ultra soundbar and Ace Ultra headphones at a New York event on Sept. 1, pricing them at $699 and $449 in the US, respectively, with general availability set for Sept. 29. Sonos 27’s redesigned navigation and 27mcp, which allows AI agents to control compatible systems, begin rolling out on Sept. 8. The company’s generative-AI-powered Sonos 27voice assistant will enter opt-in early access in the fall, while existing S2-compatible products will receive the core software update at no charge.