The Drum Awards for Marketing Entry Deadline

-d -h -min -sec

Advertising Apple Music Apple

Sonos takes a swipe at Apple’s HomePod in New York Times print ad


By Minda Smiley | Reporter

January 25, 2018 | 3 min read

Sonos is calling out “Big Tech” in a New York Times print ad that’s running the day before Apple begins taking orders for its HomePod speaker.

Sonos is calling out "Big Tech" in a New York Times ad today

Sonos is calling out "Big Tech" in a New York Times ad today

In the ad, which can be seen below, the wireless speaker company touts the fact that its users can listen to music services including Spotify, Amazon Music, Deezer, Tidal, Apple Music, SoundCloud and Google Play Music.

The ad is a thinly veiled dig at Apple’s Siri-powered HomePod, which costs $349 and only supports Apple Music. While HomePod owners will technically be able to stream music from apps like Spotify, they'll have to do it on their iPhone via AirPlay, meaning they won’t be able to use voice commands.

Sonos introduced its own smart speaker last year in a bid to better compete with Amazon’s line of Echo smart speakers and Google Home. It’s Alexa-enabled Sonos One, which costs $199, lets users use voice commands to listen to music from apps including Spotify, Amazon Music, Pandora, iHeartRadio, TuneIn Radio and SiriusXM.

Advertising Apple Music Apple

More from Advertising

View all


Industry insights

View all
Add your own content +