Sonos stops working on device that was supposed to compete with Apple TV

Sonos has stopped development of a premium streaming device that was scheduled to launch in 2025, The Verge reports.

The company informed employees about the cancellation of the project and redirected the team that worked on the device to other tasks.

The device was supposed to be a key Sonos product in the second half of 2025, and the company had invested significant resources in its creation. The project was almost complete and even underwent several months of beta testing, but interim CEO Tom Conrad decided to change the company's strategy, abandoning plans to enter the video streaming market.

Sonos planned to compete with Apple TV and other streaming devices. The new product was to cost between $200 and $400. The device would have a simple appearance with a "beautiful" Android interface. It would support Netflix, Max, Disney Plus and other platforms.

The company's goal was to reduce fragmentation in the world of streaming content. A unique feature of the device was to be an HDMI switch function that would allow game consoles, soundbars, and other devices to be connected via Passthrough technology.

The company will now focus on software updates to fix issues caused by the botched app redesign last May.