By Kavita Mistry 
Very few mainstream audio brands command the sort of respect that Bose does. There are many who believe that in its field of audio, the brand has a fan following that is very similar to that of Apple’s in tech – those who use a pair of Bose headphones or speakers find it very difficult to switch to another brand. And just like Apple, Bose’s audio equipment come with very premium pricing. The secret sauce behind the success of Bose is said to be the brand’s ease of use (just take it out of the box and use it), and most importantly, its very distinct sound, or as many refer to it: “Sound by Bose.”
The Bose signature sound – difficult to define and yet so comfortable and distinct
Many audio experts have tried to describe what exactly makes Bose’s audio signature distinct and special, but a clear answer has never emerged. Bose’s headphones and speakers have a slightly warm, bass-accented sound that sounds rich without ever being too sharp. Audiophiles complain that Bose’s sound lacks treble, a wide sound stage, and the sort of detail that one gets on other premium headphones (most notably those from Sennheiser), but rare is the general audio user who has not loved the sound that comes from a Bose.
This is why, unlike other audio brands, Bose does not talk much about the technical specifications of its audio equipment – it does not disclose the driver size of many of its headphones, does not mention decibel levels of their ANC, and does not even give the frequency range of its audio equipment. For Bose, it is all about sound – that soft, warm sound that most people find it easy to get lost in. Yes, ANC is very good too, but Bose had a cult following even before ANC became a thing, and the reason for it was simple – its audio signature. Yes, you had to pay a premium price for it, but thousands were happy to do so, such was its reputation. There was simply no other way of getting it – you had to buy a Bose for Bose sound. Until recently, that is.
Sound by Bose, but not on Bose devices
Recent times have seen the words “Sound By Bose” start appearing on audio equipment that does not come with Bose branding. Motorola was among the first to grab attention with those words on its Moto Buds+ in May 2024. “The Moto buds+ brings Bose’s unique expertise in Active Noise Cancellation and EQ tuning, resulting in an amazing sound experience,” read the press release announcing their arrival in the market. Notably, these TWS were priced at Rs 7,999, which was almost half the official price at which one could get a TWS from Bose.
This was not a one-off. The months that have followed have seen a number of products being launched with the “Sound by Bose” label. Some of the most notable have been:
- Skullcandy Method 360 TWS
- Skullcandy Method 540 TWS
- Baseus Inspire XH1 Headphones
- Baseus Inspire XP1 TWS
- Baseus Inspire XC1 clip-on buds
- Moto Buds Loop TWS
- Noise Master Buds TWS
- Noise Master Buds Max Headphones
- Redmi K90 Pro Max smartphone
While all of the brands with whom Bose has collaborated are well-established, what is notable is that none of them (with perhaps the exception of Skullcandy) are renowned for premium quality sound. What’s more, all the products offered with “Sound by Bose” come with considerably lower prices than similar products from Bose itself.
The collaboration at this time seems designed to enable brands to add a premium touch to their products, while not directly competing with Bose itself. A bit like the tie-ups some phone brands have with legendary phone brands, the phone’s camera gets a premium appeal without competing with the cameras of the brands themselves. While some feel that tie-ups like this can have a negative impact on the perceived ‘brand value’ of premium brands by making them available at lower price points, most brands tend to use these as a revenue stream.
From what we have heard, there are more products in the pipeline. As per our sources, more brands are said to be readying themselves to get on the “Sound by Bose” bandwagon. Bose has a partnership and licensing page in this regard, although it has no comprehensive list there, and only shows the Moto Buds+ and Lexie Hearing Aids.
But does “Sound by Bose” sound LIKE Bose?
The big question, of course, is whether all these non-Bose devices with “Sound by Bose” really sound like Bose devices? The jury is out on that. While these devices have been well-received in the market, reviewers have been quick to point out that while their audio quality is good, it is not really close to what one gets on a Bose product. The biggest reason for this, of course, is the difference in hardware – Bose’s equipment is designed and optimised keeping its trademark sound in mind, which is not possible for other devices, as Bose is not involved in all aspects of their design and manufacture.
Speaking for ourselves, we have used the Moto Buds+, the Noise Master Buds, and the Noise Master Buds Max, and our experience was mixed. While the Moto Buds+ and Noise Master Buds impressed in terms of their clarity and general sound quality, their sound was definitely not like what we had heard from the Bose QuietComfort TWS, although it had some shades of it. On the other hand, the Noise Master Buds Max did manage to deliver audio that was very similar to the soft, warm bass that we got from Bose’s QC headphone series. No, it was not the classic Bose experience, but considering that the Noise Master Buds Max are priced at Rs 11,999, which is about half the price of the Bose QuietComfort range, it was impressive.
In simple terms, while “Sound by Bose” does not always guarantee sound that is on par with what we get from Bose devices, it generally does seem to deliver very good quality audio.
It says “Sound by Bose” – should I buy it?
As we had said earlier, the number of “Sound by Bose” devices is set to increase. With the Redmi K90 Pro Max, speakers with Sound by Bose will be seen on smartphones for the first time, and we hear that both Noise and Baseus might be releasing portable speakers with Sound by Bose in the coming days. Bose, of course, has no plans to step back from the audio business and will continue to make its own TWS, headphones, speakers, car audio systems, and so on. But given that what makes Bose devices really special is the classic Bose sound, should one consider investing in a device that comes with “Sound by Bose,” even if the device has not been made by Bose?
Well, the answer really depends on two factors:
How much do you value the Bose sound
How much money are you willing to invest
If you are not a hardcore Bose fan and are just looking for high-quality sound, then most “Sound by Bose” devices will sound good enough. In fact, even if you want the best ‘mainstream’ sound, it is a fair chance that a device with “Sound by Bose” will sound better than other devices in its segment.
A device with “Sound by Bose” is also a reasonable enough option if you are looking for Bose sound but do not have the budget (or inclination to spend) for a Bose device. You will not get truly Bose sound, but depending on your choice, you will get sound with a decent to strong flavour of Bose.
However, if you are really looking for classic Bose sound at any cost, then we would recommend going for a Bose device, as it is most likely to deliver it. Others like the Noise Master Buds Max headphones get close to the typical Bose sound, but fall a little short. It is a bit like making pasta at the local restaurant rather than at the posh Italian eatery – some might insist on the latter, but the former works just fine many times too.