Sonos’s sitting CEO, Tom Conrad, reveals why the rumored streamer codenamed “Pinewood” never made it to production. Even if it did, it was supposedly going to cost four times as much.
In an interview with Bloomberg, Tom Conrad dives into Sonos’ current offerings in the wake of an incredibly rocky couple of years. The company has been notably quiet after a failed app rollout that left speakers and other products with bugs and experience-breaking issues.
The CEO brought some details to light about one project it called Pinewood. It was supposed to be an Apple TV and Google Chromecast – at the time – competitor that offered a streamlined streaming experience for users with big plans for features within its own ecosystem.
According to Conrad, Sonos decided to dismantle the streamer project in the wake of a sort of rework. New teams were being built with simpler software and hardware groups to focus on quality within the company’s new scope.
Pinewood had a set release date, but the CEO notes that staffing limitations prevented it from coming to fruition. According to him, Pinewood wouldn’t even be out now if there were enough staff.
The project was originally reported on back in early 2025, when it was rumored that the streaming device would cost anywhere from $200 to $400 with a release date expected in the middle of the year. On the higher end, that pricing strategy implies something more premium than anything in the consumer space. For comparison, the Google TV Streamer (4K) costs $99, while the Nvidia Shield 4K retailed for $199 at launch.
The streaming box, at the time, was rumored to work with proprietary Sonos speakers and soundbars without cabling, as well as to serve as an eARC device for transmitting signals from consoles and other devices. From the sounds of it, Sonos had high hopes.
Once Tom Conrad took up the position as CEO, the decision was made to axe the project. Taking on an entirely new software project was no longer on the table, and the company wanted to “reset expectations.” Conrad claims the goal was to “execute it well,” so the company chose not to move forward.
This comes as things seem to be looking up for the company. After launching a couple of professional home options out of the blue, the company recently announced a new $300 portable speaker. While it’s not a streaming device, it seems to match the company’s portfolio nicely.
H/T 9to5Mac
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