Bose Reinvented Itself Just in Time. Now Comes the Tricky Part
WiredBose might have turned 60, but the audio company seems to be firmly settling into its graduate school era. After late founder Amar Bose donated majority ownership to MIT in 2011—a little-known fact—it became higher-ed’s most valuable audio brand, and broadened its focus. Bose’s boxy new Smart Soundbar can pair with its Ultra Open earbuds for immersive sound in a small space. From vinyl record players to CDs, and now the streaming and portable listening era, Bose has made competitive products for higher-end listeners, even though it made a few missteps along the way—a few absolutely huge and uncomfortable pairs of early wireless earbuds, for example. “Every Bose employee will tell you that the most common question they get is, ‘Do you get a discount?’” Snyder jokes.
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