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Bose Unveils SoundDock 10 iPod Music System
September 15, 2009
By Leo Jakobson
Bose today unveiled its second major new product release in less than a month: The SoundDock 10 Digital Music System.
The SoundDock 10 is not just an upgrade of Bose’s original iPod friendly music player, the SoundDock, which was designed to be a secondary music player for iPod owners. The SoundDock 10, on the other hand is designed to be a primary home music system, combining the original SoundDock's one-piece, easy-to-use design with a far more powerful sound system using Bose’s proprietary Waveguide system.
As Incentive reported in late August, Bose also released its next-generation acoustic noise canceling headphones, the QuietComfort 15.
“The SoundDock 10 was designed to be a primary music system for that invested iPod customer, that customer that is really using all of the content they have stored on their iPod,” says John Roselli, director of product marketing for Framingham, MA-based Bose Corporation. “It’s a replacement for a stereo system and can really fill up a room. We set out to deliver, in one simple and elegant box, a premium sound system that would be second to none in terms of iPod speaker systems.”
At a press demonstration at the Bose store in New York’s Time Warner Center on Sept. 15, the SoundDock 10 was put through its paces and proved impressive, filling a room larger than most living rooms with clear, powerful orchestral sound. And while it has the same basic styling of the SoundDock, it is substantially larger and heavier—there will be no battery powered, portable version of the SoundDock 10.
“The SoundDock 10 delivers lifelike sound, and to deliver lifelike sound you really have to deliver on three key attributes,” Roselli says. “Clarity and the ability to provide clarity across the whole spectrum, deep impactful low notes which really provides the emotional aspect of music, and of course it really needs to be able to fill a large-size room.”
As usual with a new Bose product there’s a lot of technological advances hidden under the sleek shell, but simplicity is all the user sees. An iPod or iPhone plugs into the front—it is certified “Made for iPod” and “Works with iPhone” by Apple—the remote can control basic iPod playlist functions, an additional input lets you plug in another iPod, MP3 player or CD player, and a video output lets you play music over a TV.
The SoundDock 10’s dock port is “future-proofed” Roselli says, noting that can be exchanged for different inputs, such as potential new iPod connectors or other devices. Currently Bose offers one option, a Bluetooth module that lets iPhone users carry their phones with them while streaming music to the SoundDock 10.
The SoundDock 10 retails for $599 and the Bluetooth connector for $149, and both will be available at the end of the month from Maryland Heights, MO-based Incentive Concepts, Bose’s national distributor in the premium and incentive markets.
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