Just when Sonos appeared to be regaining momentum, Bose has delivered a major challenge, unveiling a new “Lifestyle Collection” that could put fresh pressure on its US rival.

The new lineup signals a direct push by Bose into the premium home audio space, positioning the company head-to-head not only with Sonos, but also Apple and Denon at a time when innovation in the smart speaker market has slowed.

Bose’s Lifestyle Collection combines new audio technology with a redesigned aesthetic aimed at modern homes. The range includes the Lifestyle Ultra Speaker, Lifestyle Ultra Soundbar and Lifestyle Ultra Subwoofer, all set to arrive in Australia soon via JB Hi-Fi and specialist retailers.

The launch comes amid a quieter period for competitors. Apple has not updated its full-size HomePod in more than three years, while Google’s next smart speaker remains without a confirmed release date. Amazon introduced new Echo devices in 2025, but broader competition has thinned.

At the centre of Bose’s push is the Lifestyle Ultra Speaker, the first premium third-party speaker to include built-in support for Amazon’s Alexa+ conversational AI assistant. While other AI platforms are not yet supported, Bose has indicated it may expand compatibility over time.

The speaker features a three-driver system and can be used as a standalone unit or paired for stereo sound. Bose says new acoustic engineering, including its “QuietPort” design, delivers deeper bass and improved clarity.

The Lifestyle Ultra Soundbar represents what the company describes as its first major redesign in more than a decade. The 5.2-channel device includes Dolby Atmos support, multiple driver configurations and an AI-powered “SpeechClarity” feature designed to enhance dialogue—an area where many soundbars fall short.

Bose has also incorporated its CustomTune technology, which analyses room acoustics to optimise performance. The soundbar can be expanded into a full 7.1.4 surround sound system when paired with additional speakers and the subwoofer.

All three devices support Google Cast and Apple AirPlay, enabling flexible multi-room setups.

Early demonstrations suggest the soundbar delivers a wide soundstage and strong bass even as a standalone unit, with further improvements available through additional components.

The Lifestyle Ultra Subwoofer completes the system, designed to integrate seamlessly both visually and acoustically.

With this launch, Bose is making a clear play for the high-end home audio market—one that could disrupt Sonos’ recovery and reshape competition in the category.