Sonos’ Redemption Arc: Interim CEO Tom Conrad on Fixing Mistakes and Rebuilding Trust

Sonos’ Redemption Arc: Interim CEO Tom Conrad on Fixing Mistakes and Rebuilding Trust

In the world of consumer tech, few brands have earned the kind of loyalty Sonos has. For nearly two decades, its multi-room audio systems have been the gold standard for seamless, high-quality sound. But 2024 was a brutal year for the Santa Barbara-based company. A catastrophic app redesign and a series of strategic missteps alienated customers, tanked employee morale, and led to the departure of longtime CEO Patrick Spence in January 2025. Enter Tom Conrad, the interim CEO tasked with steering Sonos out of the storm. In a revealing set of interviews with The Verge, 9to5Mac, and Bloomberg, Conrad dissected the company’s two biggest blunders, owned the fallout, and laid out a roadmap for recovery. His candor and focus on execution signal a pivotal moment for Sonos—one that could redefine its place in the fiercely competitive audio market. Let’s unpack the mess, the fixes, and why owning these mistakes is a game-changer.

The Anatomy of Sonos’ Two Big Mistakes

Sonos’ troubles in 2024 weren’t accidents; they were deliberate choices gone wrong. Conrad, who stepped into the interim CEO role after serving as a board member, didn’t shy away from naming them in his 9to5Mac interview.

Mistake #1: The App Redesign Debacle

In May 2024, Sonos rolled out a completely overhauled mobile app to coincide with the launch of its first-ever headphones, the Sonos Ace. The app was billed as a modernized platform to support new products and streamline the user experience. Instead, it was a catastrophe. The redesign stripped away core features like sleep timers, alarms, and queue management, leaving users unable to perform basic tasks. Connectivity issues plagued the app, with speakers—especially older models like the Play 1 and Play 3—lagging or failing to connect entirely. For customers who’d spent thousands on Sonos ecosystems, the app’s unreliability was a betrayal. Accessibility features, critical for some users, were also broken, amplifying the backlash.

Conrad admitted the company misjudged the app’s readiness. “We didn’t understand the real-world implications,” he told 9to5Mac. Sonos relied heavily on controlled lab testing, which failed to account for the messy realities of home Wi-Fi networks, device variability, and user habits. “No reasonable person would’ve shipped the software if we had understood the reliability and performance characteristics in our customers’ homes,” he said. The app’s failure wasn’t just a technical oversight; it eroded the trust of a user base that expected Sonos’ hallmark “it just works” reliability.

Mistake #2: A Lack of Focus

The second misstep was more systemic. Sonos, eager to expand beyond speakers, spread itself too thin. The company poured resources into ambitious projects like Pinewood, a now-canceled video streaming device that promised a unified streaming experience with surround sound enhancements. Conrad, speaking to The Verge, explained that Sonos was chasing too many ideas without prioritizing its core strength: delivering exceptional audio. Pinewood, while innovative, distracted from critical needs like software stability and product reliability. Other initiatives, including a rumored high-end speaker and subscription-based services, further strained resources.

This lack of focus compounded the app’s fallout. Instead of doubling down on fixing the software, Sonos was juggling multiple bets, none of which were ready for prime time. The result? A company that felt adrift, unable to deliver the polished experience its customers demanded.

Owning the Mistakes: Transparency as a Turning Point

What sets Conrad apart is his unflinching accountability. In his Bloomberg interview, he didn’t mince words: “I feel absolutely responsible,” he said, reflecting on his role as a board member during the app’s development and now as interim CEO. This isn’t the typical corporate sidestep; it’s a rare admission of fault in an industry often allergic to apologies. Conrad’s candor extends to customers, too. In The Verge, he acknowledged the real-world impact of Sonos’ failures—alarms that didn’t go off, surround sound that stuttered during movie nights, and accessibility features that left users stranded. “We let those people down,” he said.

Owning mistakes is only half the battle; the other half is fixing them. Conrad has moved swiftly to course-correct. Sonos restructured its organization, ditching business unit silos for functional teams focused on hardware, software, design, and operations—a model inspired by Apple’s disciplined approach. This shift ensures better alignment and prioritization across the company. Dedicated software teams have been working overtime to stabilize the app, with recent updates restoring features and improving performance on legacy devices. Conrad claims the app now outperforms its pre-2024 predecessor, with metrics like connection speed and stability showing measurable gains. More updates are planned for summer and fall 2025, including enhanced accessibility and deeper personalization options.

The Pinewood project’s cancellation was another tough but necessary call. By narrowing its focus to audio excellence, Sonos is betting on what it does best. Conrad’s mantra, as shared with The Verge, is to only pursue projects where Sonos can be “exceptional and differentiated.” This laser focus is already paying dividends, with early feedback suggesting the app’s latest patches are winning back skeptical users.

The Bigger Picture: Why This Matters for Sonos

Sonos’ missteps were a wake-up call, but Conrad’s response could be its redemption arc. The audio market is cutthroat, with heavyweights like Bose, Apple, and Sony vying for dominance. Sonos’ edge has always been its ecosystem—speakers that work together seamlessly, controlled by an intuitive app. When the app broke, that edge dulled. By owning the failure and prioritizing fixes, Conrad is rebuilding the foundation of Sonos’ brand: trust.

This transparency also matters internally. Sonos’ employees, battered by months of customer complaints and leadership upheaval, needed a leader who could rally them. Conrad’s hands-on approach—he’s been known to dive into code reviews and customer support tickets—has boosted morale. His willingness to admit fault sets a tone of accountability that could permeate the company’s culture.

Looking ahead, Conrad has big ambitions. He’s openly campaigning for the permanent CEO role, telling Bloomberg he wants to lead Sonos “well beyond” its current scope over the next 5 to 10 years. While he’s coy about specifics, hints in The Verge suggest innovative home theater configurations, like modular soundbars or spatial audio enhancements, could be on the horizon. Subscription models, potentially offering premium features like high-resolution audio or exclusive content, are also under consideration. These moves could diversify Sonos’ revenue while staying true to its audio roots.

Challenges and Opportunities

Sonos isn’t out of the woods yet. The app, while improved, still has quirks, and some users remain wary. Social media posts on X highlight lingering issues with cross-platform compatibility and occasional dropouts. Sonos will need to maintain its software momentum to fully restore confidence. The competitive landscape is another hurdle—Apple’s HomePod and Sony’s high-end speakers are formidable rivals, and budget brands like Anker are eating into the entry-level market.

Still, the opportunities are significant. Sonos’ loyal user base, many of whom own multiple devices, is a powerful asset. If Conrad can deliver a rock-solid app and innovative products, Sonos could reclaim its throne as the go-to choice for premium audio. The company’s Q2 2025 earnings call on May 7, 2025, will be a key moment to gauge progress, with analysts expecting updates on app performance and product roadmaps.

A Comeback in the Making?

Sonos’ 2024 was a masterclass in what not to do—rush a critical software update, overextend your ambitions, and underestimate your customers. But Tom Conrad’s leadership is flipping the script. By owning the app debacle and the company’s lack of focus, he’s showing the kind of humility and resolve that tech companies rarely muster. The structural changes, software improvements, and renewed focus on audio excellence are promising steps toward redemption.

For Sonos fans, the message is clear: the company hears you, and it’s working to make things right. Whether Conrad secures the permanent CEO gig or not, his impact is already being felt. As Sonos refines its app and teases new innovations, it’s poised to remind us why it became a household name. The road to recovery is long, but if Conrad’s vision holds, Sonos could emerge stronger than ever.