Skip to main content
Audio-Park
Contributor I
September 28, 2026

Original Ace owners and the Ace Ultra launch: asking Sonos for some goodwill

With Ace Ultra around the corner, the early feature list and reviews look genuinely strong. It seems like Sonos listened to feedback, and that deserves credit.

But for those of us who bought the original Ace at or near full price, the launch leaves a sour taste. Ace Ultra is a clearly better product at the same price point, and resale value for the original Ace is already dropping fast. That's the nature of tech, and most of us accept it.

Even harder to accept since it seems the original Ace isn't eligible for the Sonos trade-in program. Many of us bought in early, stuck with the product through its rough patches, and sent feedback that likely helped shape Ace Ultra. Being left out of the upgrade path makes it hard not to feel like we paid a premium to beta test.

Just asking Sonos to recognize its early Ace customers, whether that's adding the original Ace to the trade-in program, offering a loyalty discount, or something else. It would go a long way toward keeping longtime fans like me invested in the ecosystem.

Has anyone heard anything official on this? Would be great to hear from Sonos staff.

12 replies

melvimbe
September 28, 2026

I think you’re jumping the gun a bit here.   Ace is still for sale, and Sonos typically only offers these loyalty discounts for retired products. Not to mention that preorders have been going on for a month already, and offering discounts now would upset the folks who have already ordered.

Those discounts are not ‘like for like’ either.  If you currently own a retired Sonos product, you can use that for a 15% discount on Ace Ultra, or any other Sonos product.  You don’t have to wait for your Ace to qualify.  If you don’t have a discount already and can’t justify an Ace Ultra without the discount, then your best option is to just wait   My random guess would be that Ace is applicable for discount by the end of the year.  I haven’t tracked these things though, so perhaps another community has tracked this and can chime in?

Danny
Stanley_4
Grand Maestro
September 28, 2026

I'd suggest calling Sonos sales, they are likely to have a more direct feedback option to marketing than the forum admins.

But still, a 25% off sale for Ace Ultra purchases of registered Ace would be nice.

Airgetlam
September 28, 2026

I wonder how that would impact the bottom line. Would greater sales make up for the loss in revenue?

Seems like a sweetheart option for users, but possibly a losing proposition for the company. 

Bruce
buzz
Grand Maestro
September 28, 2026

You could sell the ARC and treat that cash as the discount. 

melvimbe
September 28, 2026

I wonder how that would impact the bottom line. Would greater sales make up for the loss in revenue?

Seems like a sweetheart option for users, but possibly a losing proposition for the company. 

 

I would guess that any gain in increased sales would be swallowed up in administering this new program, since it’s different than current program.  

Danny
Stanley_4
Grand Maestro
September 28, 2026

Sonos really needs to not develop a "buy early and regret it" reputation. Having folks look at every new product or program and think "this sounds good, but if I wait it will get better" rather than "I'll buy that." Same for new customers, getting warned "that is new, wait a bit" when researching a purchase isn't good for sales.

Can't give away the store here, but selling a few units at break-even might buy more good will than the same money spent on advertising could have? Might also generate a lot of good press mentions and happy customer discussions.

Old Sonos management made some really bad calls, hopefully the new lot will think a bit more before acting.

Airgetlam
September 28, 2026

Isn’t that the nature of all electronics (tech) sales? Shouldn’t I always wait on the new phone, the new tablet, the new computer, the new TV, the new car?

Bruce
Stanley_4
Grand Maestro
September 28, 2026

It is and it is why a lot of folks search to see if something new is coming soon.

Managing that is probably the hardest issue marketing faces.

Local Superstar
September 29, 2026

Isn’t that the nature of all electronics (tech) sales? Shouldn’t I always wait on the new phone, the new tablet, the new computer, the new TV, the new car?

Depends if you ‘invest’ with your “head” or your “heart”.

melvimbe
September 29, 2026

It is and it is why a lot of folks search to see if something new is coming soon.

Managing that is probably the hardest issue marketing faces.

 

There is only 1 complete answer to that problem, and that’s subscription service.  You don’t have to worry about what’s coming next if you are already guaranteed to get ‘next’ when it happens.  The problem is that the consumer often ends up paying more in subscription fees than if they just bought products outright.  Not to mention that producers lose incentive to create ‘next’ if consumers are  locked in to pay regardless.

Personally, I think Sonos does a competitively good job of implementing new features in existing devices if the hardware can handle it, along with the 15% discounts for existing users.  

Danny