A would-be Apple TV rival from Sonos never made it past development
By Andrew Orr
Published on March 10, 2026.
Sonos has launched two new speakers, the portable Sonos Play and the lower-cost Era 100 SL, marking its return to product launches after abandoning a planned Apple TV competitor and focusing on fixing its software platform. The company recently cancelled a planned streaming device, Pinewood, which had been intended to compete with Apple TV 4K. CEO Tom Conrad has stated that the company is focusing on whole-home audio, moving away from experimenting with new entertainment hardware categories. The new speakers are designed to expand Sonos' multi-room audio system and support Apple AirPlay 2 for playback across compatible speakers throughout a home. They are available for preorder starting March 10 with general availability scheduled for March 31.
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