In a big move reshaping the premium audio landscape, Samsung subsidiary Harman International acquired Masimo Corporation’s Sound United consumer audio business for $350 million in cash, the companies said this week — including some of the industry’s most storied brands.
The deal brings renowned audio brands like Bowers & Wilkins, Denon, Marantz and Polk Audio under Samsung’s expanding audio empire — potentially creating new challenges for Apple in both the consumer audio, automotive and smart home markets.
And the seller happens to be Apple legal rival Masimo, whose lawsuit against the iPhone giant put a stop to blood oxygen sensing in Apple Watch. Ouch.
Samsung purchases legendary audio brands, cranks up competition with Apple
The acquisition from Masimo represents Samsung’s largest purchase since its $8 billion Harman deal in 2017. It comes at a particularly interesting time. Masimo remains locked in a contentious patent- and trade-secret disputes with Apple related to blood oxygen monitoring technology in Apple Watches. And the result of the relatively thrifty $350 purchase looks to be Apple rival Samsung owning many of consumer audio’s crown jewels.
“This acquisition represents a strategic step forward in the expansion of Harman’s core audio business and footprint across key product categories such as Home Audio, Headphones, Hi-fi components and Car Audio,” said Dave Rogers, president of Harman’s Lifestyle division, in a Masimo press release. “This combined family of brands … will deliver complementary audio products, strengthen our value proposition and offer more choices to consumers.”
How the audio landscape shifts
For Apple users invested in premium audio gear, this acquisition signals a significant realignment of brand ownership in the high-end audio space.
Harman, already home to heavy hitters like JBL, Harman Kardon and AKG, now adds prestigious names like Bowers & Wilkins — known for ultra-premium speakers as well as top-shelf headphones and earbuds — alongside Denon, Marantz, Polk Audio, Definitive Technology and others. And don’t think emeritus status makes these brands has-beens. They’re all active in advancing their technology.
The strategic acquisition positions Samsung to strengthen its offerings across multiple audio categories that compete directly with Apple’s ecosystem:
- Home audio solutions that could integrate with Samsung SmartThings, creating alternatives to Apple HomeKit-compatible audio systems.
- Headphones and earbuds to challenge Apple’s AirPods and Beats product lines.
- Car audio systems that may compete with Apple CarPlay audio experiences.
- Hi-fi components for audiophiles seeking alternatives to Apple’s audio ecosystem.
Implications for Apple users
Photo: Gemini AI
For those embedded in Apple’s ecosystem, this consolidation raises several considerations.
Apple users who own Bowers & Wilkins, Denon or other acquired brand products may question how these devices will function within the Apple ecosystem going forward. Immediate changes are unlikely. But long-term integration strategies could potentially favor Samsung’s Android devices and SmartThings platform over Apple devices and HomeKit for new product development.
The acquisition documentation explicitly mentions plans to “integrate speakers and audio devices with our SmartThings services.” That suggests Samsung intends to leverage these premium brands to enhance its connected-device strategy — an area where Apple invests heavily with HomeKit.
The Masimo connection
And the deal adds an intriguing subplot to the ongoing legal battle between Apple and Masimo. The healthcare technology company successfully forced Apple to temporarily halt Apple Watch sales in the US over alleged patent infringement related to blood oxygen monitoring technology. While Apple has resumed sales by disabling the feature in US models, the dispute remains active.
Masimo’s decision to sell its audio division to focus on healthcare technology comes after a judge awarded Apple only $250 (the statutory minimum) in its countersuit against the healthcare company. Katie Szyman, Masimo’s CEO, noted the sale would help the company refocus on “allocating time and resources to areas of unmet clinical need.”
For Apple, having its legal adversary shed a major business division to a primary competitor creates an unusual competitive dynamic. Samsung gains premium audio brands while indirectly supporting a company engaged in litigation that has forced Apple to disable features in one of its flagship products.
Strategic timing amid market shifts
The timing of this acquisition is particularly notable, as consumers increasingly seek premium audio experiences across multiple devices. Apple has invested heavily in Spatial Audio technology for AirPods and HomePod products. And it has developed its own audio chips to enhance integration across its ecosystem.
Samsung’s move suggests it recognizes the strategic importance of owning premium audio intellectual property and brand loyalty as the smart home market continues to evolve. By acquiring these storied audio brands, Samsung positions itself to compete more effectively against Apple’s audio-focused product strategy.
Industry analysts suggest the consolidation could accelerate development of advanced audio technologies as both companies compete for audiophile customers. They demand exceptional sound quality alongside seamless ecosystem integration.
Samsung purchases legendary audio brands: What happens next
The Harman-Sound United deal should close by the end of 2025, pending regulatory approval. Apple users should watch for potential product roadmap shifts from the acquired brands. In particular, regarding future Apple ecosystem compatibility and integration features.
For the broader premium audio market, the consolidation signals audio technology remains a crucial battleground in the larger ecosystem war between tech giants. Samsung leverages these acquisitions to enhance its audio credibility. So Apple may need to respond with its own audio innovations or strategic partnerships to maintain its reputation for superior integrated experiences.
But just because Samsung purchases legendary audio brands, it doesn’t automatically mean it makes the best use of them. Whether this acquisition ultimately benefits consumers through increased competition or reduces choice through platform-specific optimizations remains to be seen. What’s certain is that the premium audio landscape is being redrawn. Samsung now controls an impressive portfolio of legendary audio brands that have long been favored by discerning listeners — including many Apple users.
