Apple’s HomePod launch

Sonos is determined to make sure consumers know it also makes connected speakers and, hey, you know, it was here first, doing this thing for years! So today, the company released a playlist congratulating Apple on the launch of the HomePod. The playlist also serves as a message, with the title of each song spelling out a welcome to Sonos’ new competitor.

There’s a long history of companies snarkily

welcoming major new entrants to the space they’re known for, famously going back to Apple’s “Welcome, IBM. Seriously.” ad in 1981. The ads do not usually speak well for the company writing them. Case in point: this isn’t even the first time it’s been repurposed against Apple for a music product — Rdio wrote “Welcome, Apple. Seriously.” when Apple Music launched in 2015. Rdio was shut down six months later. https://www.theverge.com/2015/12/16/10293662/rdio-shut-down-date-december

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