Bose Unveils Lifestyle Ultra Speaker and Soundbar Series to Challenge Sonos
Bose has introduced its latest home audio lineup, the Lifestyle Ultra collection, marking a major new push in the premium smart speaker and soundbar market. The new series includes speakers and soundbars designed to deliver a more refined listening experience at home, while positioning Bose more directly against Sonos, one of its key competitors in the smart audio space.
The launch highlights Bose’s continued focus on combining premium sound quality with modern convenience. The company is presenting Lifestyle Ultra as a collection built for users who want powerful home audio without giving up ease of use, smart control, and a clean entertainment setup.
Premium Audio Meets Everyday Convenience
The Bose Lifestyle Ultra collection brings together the company’s long-running audio expertise with features made for modern home listening. Users can control the devices through their favorite music apps, making it easier to play, manage, and switch between audio sources.
The lineup also supports voice commands through Alexa, adding hands-free control for everyday use. This gives users more flexibility when listening to music, watching movies, or managing connected audio devices around the home.
By combining smart controls with Bose’s signature sound profile, the Lifestyle Ultra series is designed to appeal to users who want a more polished and accessible home audio experience.
New Speaker Starts at $299
One of the key products in the collection is a new speaker priced at $299, or around 11,000 baht. This model is positioned as a more accessible entry point for users who want to experience Bose audio quality without immediately moving into the higher-end soundbar category.
The pricing makes the speaker an interesting option for those looking to upgrade their everyday listening setup, especially for music streaming, casual entertainment, and smart home audio use.
Flagship Soundbar Priced at $1,099
Bose is also introducing a flagship soundbar priced at $1,099, or around 40,600 baht. This model is built for users who want a more immersive audio setup for movies, music, and home entertainment.
The soundbar features surround sound technology designed to create a more realistic listening environment. Bose is positioning it as a premium centerpiece for home theaters, offering a richer and more cinematic experience than standard TV speakers.
A Stronger Push Against Sonos
The smart audio market continues to grow more competitive, and Bose’s new Lifestyle Ultra collection arrives at a time when brands are fighting for attention in connected home entertainment. Sonos remains well known for its multi-room audio systems and seamless connectivity, making it one of the strongest names in the category.
Bose’s latest move shows that the company is looking to strengthen its position by offering a mix of design, smart functionality, and high-end audio performance. The Lifestyle Ultra collection could appeal to users who already value Bose’s sound quality but also want features that match modern smart speaker expectations.
A Major Step for Bose Home Audio
Industry observers are now watching to see how well the Lifestyle Ultra collection performs among consumers. With Bose’s long-standing reputation for sound quality and the addition of features that fit today’s connected lifestyle, the launch could become an important step in reshaping competition within the home audio market.
For users looking to upgrade their home entertainment setup, the Bose Lifestyle Ultra collection offers a combination of elegant design, premium audio, and modern smart controls. Whether used for music, movies, or everyday listening, the new lineup is designed to make home entertainment feel more complete and immersive.
 Origin: Bloomberg
