Sonos, the popular audio technology company known for its premium multi-room speakers and sound systems, has reportedly shelved its plans to launch a new media streaming device—codenamed Pinewood. The device, which had been under development for some time, was expected to compete with products like Apple TV, Roku, and Amazon Fire TV, and was rumored to carry a price tag between $200 and $400. However, according to several reports, the project has now been put on hold indefinitely.
What Was Pinewood?
Codenamed Pinewood, the device was designed to be Sonos’s first foray into the world of video and streaming media players. While exact details were scarce, early leaks suggested it would offer an Apple TV-like experience with deep integration into the Sonos ecosystem—possibly combining high-quality audio features with a visual interface for streaming platforms, voice control, and home theater connectivity. It was seen as a bold expansion beyond speakers and soundbars into a new, content-driven arena.
With a price point potentially reaching $400, Sonos was clearly targeting the premium market. Early speculation pointed to partnerships with major streaming services and a custom operating system optimized for audio-visual experiences. However, it appears that those ambitions have been scaled back.
Why the Project Was Reportedly Canceled
Sources close to the matter claim the company decided to pause the project to reprioritize internal resources, particularly toward improving its Sonos mobile app. The app recently underwent a controversial redesign that drew criticism from long-time users for missing features, bugs, and general usability issues. The backlash was strong enough that it seemingly forced Sonos to reevaluate its roadmap.
Instead of launching new hardware into a highly competitive market, Sonos is reportedly choosing to double down on its existing core—its software, which acts as the command center for every Sonos product. A spokesperson from Sonos has not publicly confirmed or denied the Pinewood project’s cancellation, but analysts suggest the decision likely reflects a shift in strategy rather than a full abandonment of future streaming ambitions.
The Current State of Sonos
Sonos has long prided itself on building premium, ecosystem-driven products that offer seamless integration and exceptional audio quality. Its Arc soundbar, Beam, and portable speakers like the Move and Roam have helped it secure a solid foothold in the high-end audio market.
However, the company has faced growing pressure from both tech giants like Apple and Google and newer competitors in the smart audio space. Diversifying with a streaming device may have seemed like a natural step—especially as more brands aim to control both hardware and content distribution—but it also posed significant risks, particularly in an environment where consumer budgets are tightening and app criticism is rising.
Back to Basics—For Now
The decision to shift focus back to the mobile app could prove wise in the short term. Users have long regarded the Sonos app as essential to the experience, managing everything from room configurations to Spotify, Apple Music, and voice assistant integrations. Restoring user trust by fixing bugs, improving navigation, and reintroducing missing features will be crucial for retaining loyalty.
Moreover, Sonos still has a strong hardware pipeline and ongoing partnerships with major streaming and music services. While the Pinewood device may be on ice for now, it’s unlikely that Sonos has permanently closed the door on content streaming or expanded smart home ambitions.
What’s Next?
It remains to be seen whether Sonos will revisit the Pinewood project—or another streaming device—down the road. For now, the company appears to be playing it safe, investing in what made it successful in the first place: great sound, a loyal customer base, and intuitive software.
In a competitive and volatile tech landscape, sometimes doubling down on your strengths is the smartest innovation.
