Get the latest tech news
Bose Reinvented Itself Just in Time. Now Comes the Tricky Part
The audio brand might be ticking close to retirement age, but the innovators behind this private company have plenty more tricks up their sleeves, says CEO Lila Snyder.
In a world where management consultants and tech executives are known for stripping companies for parts and raising prices, Snyder and a slimmed-down Bose have maintained the brand’s noise-canceling superiority in the face of stiff competition from Apple, Sony, and others. The company has always had premium prices, but in certain categories the products haven't always matched the brand's prestige: 2010s attempts at noise-canceling earbuds were bulky, sounded middling, and had poor battery life; and it also sold a line of too-expensive Bluetooth speakers with screens that nobody needed. The other problems Bose faces are ones that top-tier makers in all industries suffer from: It must keep innovating to maintain its place atop the mountain of noise canceling; and it must continue to make other products, such as speakers and soundbars, that do the same.
Or read this on Wired
