Bose reintroduces Lifestyle brand with new Ultra home audio collection

Bose has officially relaunched its Lifestyle brand with the introduction of a new collection of home audio devices, marking a strategic re-entry into the market for products that originally debuted in 1990. The range includes the Lifestyle Ultra Speaker, Ultra Soundbar, and Ultra Subwoofer, all designed with a distinct aesthetic shift towards a cozier look featuring fabric-wrapped grilles and gentle curves. This departure from previous utilitarian styles represents a significant visual update for the iconic lineup, which was discontinued in 2022 before being revived under this new Ultra moniker.

Technically, the new devices support multi-room audio capabilities via AirPlay and Google Cast, allowing users to group units for a cohesive home listening experience. A key differentiator for the Lifestyle Ultra Speaker is its integration with Alexa+, a feature currently available only in the United States. This allows voice commands to be routed through Amazon's chatbot, distinguishing it from standard Bluetooth or auxiliary connectivity options which remain supported for users preferring wired connections or traditional wireless protocols.

Pricing for the collection positions the Lifestyle Ultra Speaker as an entry point starting at $299, with a limited-edition Driftwood Sand model available for $349. The Ultra Soundbar is priced at $1,099, while the Ultra Subwoofer costs $899. Preorders are currently open for Australian and international markets, with sales commencing on 15 May. The company asserts that the Ultra Soundbar represents their best iteration of the technology, boasting PhaseGuide drivers to focus sound on the sides and SpeechClarity AI to enhance dialogue.

In terms of audio engineering, the Ultra Speaker features an upward-firing driver intended for spatial audio, though Dolby Atmos Music support is currently absent. The system also utilises CleanBass technology, which pairs the woofer with a QuietPort acoustic opening to deliver deep sound. The Ultra Soundbar similarly employs CleanBass alongside two up-firing drivers and four front-facing drivers to fill the room, aiming to provide a robust home theatre experience without relying on external surround systems beyond backward compatibility with the Bass Module 700.

A notable improvement in the user experience involves the setup process, which has been streamlined to remove the need for the proprietary ADAPTiQ headset required in previous systems. Instead, users can now optimise audio performance for their specific room acoustics using a standard iOS or Android microphone via the Bose app. This change eliminates the requirement for a separate accessory that was often lost after initial configuration, making the onboarding process more accessible for consumers.

Gregory Haungs, Bose's senior product manager, indicated that the project has been in development for three years, suggesting a deliberate plan to re-enter the home speaker space. This strategic timing may be capitalising on market dissatisfaction with competitors, specifically referencing a high-profile app outage by Sonos in 2024 that left many customers seeking alternatives. Haungs noted that the extended development period allowed the company to gain additional market insights and ensure the new products are executed correctly.

Preorders for the Lifestyle Ultra collection are live now, with the full range expected to hit shelves on 15 May. The launch underscores Bose's continued focus on the home audio sector, blending legacy branding with modern connectivity and design sensibilities to compete in an increasingly crowded marketplace.