Things have been a bit rocky for Sonos of late. Sure, the company just launched a new high-end soundbar, but the app is also mostly functional after a disastrous update. And it recently launched a pair of well-regarded headphones, which apparently didn't sell very well.

Despite the app problems and poor sales of the Ace headphones, Sonos is moving forward; Bloomberg's Mark Gurman newly reports that the company still believes in its headphones enough to offer even better sound quality and features than the existing Ace The company is said to be working on a premium model that will offer even better sound quality and features than the existing Ace.

A stronger commitment to a market that is not yet lucrative for the company seems like a questionable strategy. Perhaps the company believes that the already highly functional Ace was not high-end enough for buyers who tend to seek top-of-the-line sound quality from the best headphones on the market.

In the PowerOn newsletter, Garman wrote, “Sonos is still struggling in its high-profile attempt to break into the headphone market; I'm told that through September the company has sold about 200,000 of its new Ace headphones. I previously reported that Sonos had cut its annual manufacturing plan from 1 million units to about 10% of that number.

The report continues, ” Still, Sonos is working on a plan that could turn its fortunes around: higher-end models.”

According to the report, Sonos intends to lower the price of the Ace by $50 to $400 and release a new model in the $450 price range previously occupied by the Ace. Says Garman, “The idea is to lower the price of the current model by $50 and sell a more upscale version for $450.”

That would lower the barrier to entry for Sonos headphones a bit. However, the $400 price tag is already prohibitively expensive compared to most best noise-canceling headphones, so the company is trying to appeal to high-end buyers with either model, narrowing the buyer base considerably.