Bose says it will license its audio tech to more device makers

In short: Bose says it is increasingly selling and licensing its audio technology to other companies, not just making Bose-branded products.

What's going on

Bose CEO Lila Snyder said on The Verge’s Decoder podcast that Bose has reshaped itself into a “multi-brand” company with two newer lines of business. One is luxury audio, after Bose acquired McIntosh and Sonus faber. The other is what Bose calls “Audio Tech,” where Bose licenses its sound technology to other companies.

Licensing means another company can pay to use Bose technology, and sometimes the Bose name, inside its own product. Snyder said the logo is not automatic, and Bose will not allow the logo without the underlying tech. She compared this approach to Bose’s long-running work in car audio, where Bose has supplied technology to automakers for decades.

Snyder listed examples of partnerships, including Motorola devices, Xreal XR glasses (XR is a mix of virtual and real-world visuals, like digital layers on top of what you see), Epson projectors, Skullcandy headphones, and a Sena motorcycle helmet communications product. She also said Bose is focused on voice pickup and speech clarity, which matter for devices people may use to talk to AI.

What to watch

Snyder said Bose expects people to use several kinds of AI wearables, such as glasses, open earbuds, watches, pins, and rings, rather than one clear winner. If that happens, Bose’s plan is to be “inside” many of those products, like an engine supplier that powers different car brands.

Source: The Verge AI