Decoder with Nilay Patel · Monday, August 10, 2026
Bose CEO Lila Snyder revealed significant strategic changes, including the acquisition of luxury audio brands like McIntosh Labs and Sonos Faber, and a new focus on licensing core Bose technology to other companies. This shift aims to expand the reach of Bose's audio expertise beyond its own products.
“For 60 years, it was all Bose. And we're now a multi-brand company. So as you said, we've made a couple of acquisitions. One of those was of the Macintosh brand. So a legendary 75-year-old audio file brand that we absolutely love. And also Sonos Faber, which is an Italian craftsmanship, heritage brand that's also been around for over 40 years. And so that made us a from one brand to multi-brands, but also into the luxury audio space.”
“Second change for us is we've always been an amazing products company where we develop technology through research and development and lots of development cycles, and all of that technology went into Bose products. And today, what's different is we're still doing that. And we've added a technology business we call Audio Tech, where we're taking that technology and starting to put it into other places.”