Sonos launches a new portable Play speaker and a cheaper Era 100 — CEO Tom Conrad explains why the new model is 'the Goldilocks perfect speaker'

• Sonos launches two new speakers: Sonos Play and Sonos Era 100 SL
• Sonos Play is a new portable speaker, costing $299 / £299 / AU$499
• Sonos CEO Tom Conrad tells us it's designed as a "front door" to the Sonos system, like the Play:1 speaker was 13 years ago

Sonos has just unveiled its first new music speakers since May 2024: the Sonos Era 100 SL, and a new portable speaker that sits between the Sonos Roam 2 and Sonos Move in the company's lineup. It's called the Sonos Play, and Sonos CEO Tom Conrad tells me that with the Play, "we're not launching a new speaker, but we're really opening a new front door to the system."

The new Sonos Play's name is "an intentional callback" to the Play:1 as the original introductory Sonos speaker, Conrad says, because the idea here is to create a speaker that is the best of all worlds at once. "It's a phenomenal-sounding speaker and just has so much utility relative to anything that we've ever done before," he promises.

The Sonos Play has a smart audio setup for its compact size: there are two angled tweeters for a little stereo separation, with a mid-woofer for mid-range and bass. This is the same approach used in the Sonos Era 100, but because the drivers need to be smaller than in the Era 100, the Play also has two force-opposed bass radiators to help improve low-end power without adding vibrations. "It's beautifully between the audio characteristics of Sonos Roam and Sonos Move," says Conrad.

The idea is that it can provide enough audio power and quality to fill any room at home, either alone or in a stereo pair, but is small enough to take away with you — the Move 2 is a little hefty to take anywhere, even though it's technically portable, as I said in my Sonos Move 2 review.

The Sonos Play supports Wi-Fi and Bluetooth, and promises up to 24 hours of battery from a single charge, which is impressive compared to even the best portable speakers. It has a USB-C port that can be used as a line-in via an adapter (for one of the best turntables or a similar source) — Sonos really wants this to be able to do anything its other speakers can, as far as possible.

The Sonos Play is IP67-rated, meaning it's pretty dustproof and can be fully immersed in water for a short time without problems. It weighs 2.87lb (1.3kg), and at 4.43 x 7.56 x 3.02 inches (113 x 192 x 77mm), it's small enough to easily take around with you, even if it's not exactly pocketable. It has a little hook on the back for carrying or hanging somewhere.

Obviously, it works as part of the Sonos ecosystem on Wi-Fi (and includes Apple AirPlay 2 support), and comes with a charging base. But it also expands the Sonos system in a new way: multi-speaker support over Bluetooth. You can connect your phone to a Sonos Play over Bluetooth, and then it can transmit the sound to up to three other Play or Move 2 speakers, no matter where you are. It's not as broad a system as Bluetooth Auracast support on some speakers, but that's not available on all phones, and this is a nice upgrade anyway.

The Sonos Play will be released on March 31st, 2026, priced at $299 / £299 / AU$499, so it's definitely not a cheap thing to add to every room. As mid-size Bluetooth speakers go, you're paying a lot more than you would for the five-star JBL Charge 6, for example. But then you wouldn't get the Wi-Fi features that are essential to the best wireless speakers — and, significantly, the Sonos has a much nicer home-friendly design compared to the JBL.

The Era 100 SL looks like a great budget buy

The Sonos Era 100 SL follows the pattern of Sonos' other SL products — it's a cheaper version of the Sonos Era 100. It has the same speaker configuration of two angled tweeters to provide some sense of stereo sound, with a single mid-woofer for mid-range and bass.

It still includes both Wi-Fi and Bluetooth, plus a USB-C port that you can connect an adapter to for line-in audio from a turntable or another source. However, it doesn't include any voice control option at all — the mics have been removed to help lower the price. (This also means it doesn't support TruePlay Quick Tuning for iOS and Android, only the iPhone-only full TruePlay.)

With a launch price of $189 / £169 / AU$289 (available on March 26th), it's the cheapest Sonos speaker you can buy in the UK and Australia, though in the US it costs $10 more than the Sonos Roam 2.

Tom Conrad told me that it wasn't just a case of removing the mics to get the speaker to that price, though, and that the speaker was actually reengineered inside to make it less expensive to produce:

"There's a lot of work that went into Era 100 SL to get us to a point where we could offer it at this entry-level price, while not compromising on audio quality at all. While it might look like this is as simple as removing some microphones, there was a comprehensive look at the cost of the product from top to bottom to get it to this new price."

Refocusing on the system, not the devices

I asked Conrad why these models are the choices to lead Sonos' return to launching music-focused speakers, and he emphasized that the big change in how he's approaching the company is to stop treating individual launches as separate products, but to focus on the whole.

"One of the first things that I said to the team when I took the job as CEO was that I think we really make just one product, which is a sound system for the home. Any individual device is just a way into the system or to deepen your attachment to it. The system of Sonos really is the product."

So when it comes to planning launches, he says, "We're thinking more fundamentally about 'how does this fit into the overall offering?' How does it make the the system of Sonos more comprehensive?"

As I mentioned earlier on, he was very keen to reference the original Play:1 (and showed me that he uses one at his desk even today). The name and even some design elements of the new speaker are a callback to that model (the thicker band of plastic at the top of the Play is reminiscent of the Play:1 or Sonos One, compared to the Era 100), but he says it was also about the philosophy:

"13 years ago, Play:1 introduced millions of people to [the idea of the Sonos system]. Actually we sold more than 10 million of them, and remarkably, nine out of 10 are still in use today.

"When we started this project, we asked a simple question. If we were designing the perfect fundamental building block for the Sonos system today, knowing everything we've learned over the last two decades, what would it look like?"

As part of thinking about Sonos itself as a product, Conrad started to restructure the company quickly after he joined permanently in January 2025.

"I moved us from a business-unit orientation, where we had a home theater team, and a portables team, and a professional team, a headphones team — to a functional [organization], where we have a hardware organization and a software organization, and a product design organization.

"And the benefit there is that it really allows you to get the company thinking about what we do as a system and not a collection of categories."

Conrad says the development of the Sonos Play is an example of how changing the structure of the company changes the products themselves.

"It allowed us to really think holistically about how the product fits into the lineup," he says. "I think under the old guard, a product like Play might have been, principally conceptualized alongside the various other kinds of mid-tier portable speakers, and would have been scrutinized internally and marketed on [technical specs] around battery life and portability and so forth. We've really focused on how we make this a really great part of the Sonos system — the 'Goldilocks' perfect speaker, if you like.

"I really do think it's the ideal building block. When my friends and family ask me about Sonos, I'm going to start telling them they should put a Sonos Play in every room, or a stereo pair in their family room."

Of course, any discussion about the direction Sonos is moving in can't ignore the app debacle that led to Sonos' nightmare year in 2024, and Conrad and I discussed that in depth.

You can read Conrad's analysis of what went wrong before he joined, how mistakes were made, what's being improved, and what changes still need to happen in my discussion with him here — but here's a little tidbit:

"If I'm candid about my assessment of the app, I think it's peculiar. I think the company made a range of decisions about the user interface that are just not consistent with what you see in any other music streaming apps, for example.

"I mean: all kinds of strange swipe behaviors and a search affordance that floats above the screen in a kind of weirdly invisible way, cards upon cards upon cards as you navigate through the app, none of which is conventional. And so when we sit with our customers in their homes and observe them using the app, they get lost, they don't know where they are. It's not clear to them how to get to just basic functionality."

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