Sonos is launching an Apple TV 4K competitor soon that might cost $400: report

4 hours ago 6

Sonos has had a very bad past year. But under a new interim CEO, the company is reportedly planning to launch a major new hardware product soon: an Apple TV 4K competitor that could cost between $200 and $400. Its codename: ‘Pinewood.’

New Sonos TV streaming box expected ‘in the coming months’

Chris Welch writes at The Verge:

Sonos is planning to take a big swing in a new product category: it’s getting into video for the first time. In the coming months, Sonos will release a streaming player that sources tell me could cost between $200 and $400 — a truly staggering price for its category.

[…]

Sonos plans to combine content from numerous platforms including Netflix, Max, and Disney Plus under a single, unified software experience. Universal search across streaming accounts will be supported. We’ve seen similar efforts to mask the fractured nature of modern entertainment from Sonos’ soon-to-be rivals. But I’m told this is a cornerstone of Pinewood’s appeal. Sonos Voice Control will be integrated, and Pinewood will also ship with a physical remote control that includes shortcuts for popular streaming apps.

Welch says the new product is “deep into development” and looks like a black square from the top that’s slightly thicker than a deck of cards.

Other details on the ‘Pinewood’ device include:

serving as an HDMI switch that you can plug devices like gaming consoles into
being able to “wirelessly transmit lag-free TV audio to the company’s soundbars and other Sonos products.”
enables configuring a surround sound system of other Sonos speakers
it has a “beautiful” interface

This sounds like a major, ambitious new product for Sonos. It could potentially have significant impact on the company’s future—for better or for worse.

Welch’s report stresses that the launch is expected in the months ahead, so we shouldn’t have to wait too long for a full unveiling.

9to5Mac’s Take

The Apple TV 4K for years was criticized for being too expensive, but with the last revision it came down to a more reasonable $129 entry point.

Sonos offering a product that could double or even triple that price sounds like a wild risk. But until full details on ‘Pinewood’ come out, I’ll wait to reserve judgment.

Are you interested in the Sonos TV streaming box? Let us know in the comments.