Morgan Stanley analyst Erik Woodring double downgraded Sonos to Underweight from Overweight with a price target of $11, down from $25. The firm believes the impact of the company’s app redesign is likely greater than the market currently perceives. Since Sonos’ May 7 app redesign, the company has faced significant backlash from existing users, which represent 44% of annual new product registrations, the analyst tells investors in a research note. Morgan Stanley says high frequency data sets show that Sonos’ brand favorability and purchase considerations are at or near 4-5 year lows. Sonos also faces headwinds from weak market demand, the firm adds.
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