Sonos revealed a hardware project it was secretly working on to compete with the Apple TV 4K, before deciding to cancel it even before its official launch.
Company CEO Tom Conrad explained in an interview with Bloomberg that the project, codenamed Pinewood, was a streaming TV device intended to compete with popular streaming devices such as the Apple TV 4K.
He also confirmed that the company had already set an initial launch date, but the plan did not include a sufficient number of developers to implement the project as required.
Conrad added that the main problem was not the idea itself, but rather the lack of software resources within Sonos. He pointed out that developing an integrated video broadcasting platform required great programming capabilities, which the company did not have at that time, which made implementing the project with high quality difficult.
He also explained that the device was expected to be launched at a price ranging between $200 and $400, while the price of the Apple TV 4K currently starts at $129.
On the other hand, Apple has not updated the Apple TV 4K since November 2022, which recently prompted some users to demand a new version of the device several years after the current generation.
