Sonos confirms tariffs will increase its prices this year

Sonos, the audio technology company, has confirmed that it will be raising prices on certain products later this year due to the impact of President Trump's tariffs. The company's CEO, Tom Conrad, acknowledged that nearly all of its products for the US market are manufactured in Vietnam and Malaysia, which are facing higher tariff rates of 20% and 19% respectively. Sonos is working with its contract manufacturers and channel partners to share the extra costs, but it has become clear that price increases will be necessary. Conrad stated that the company's goal is to optimize growth and profit dollars, and the price changes may vary across different products based on market conditions and competitor pricing. Despite the tariff challenges, Sonos has also introduced several software updates, including multiuser TV audio swap, TrueCinema audio adjustments for its Ace headphones, and AI speech enhancement for the Arc Ultra.