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Sonos' new voice controlled speaker works with the Amazon Alexa voice assistant at launch, with support for Google Assistant and Apple's Siri coming in 2018. It's available for preorder now at $199 or £199.
Touch controls, including volume and a key to mute the mic, are located on the top.
The One also comes in black.
Alexa is built right in, so you get all of the functionality (and the smooth female voice) of an Echo or Dot speaker.
It's larger and more squat and squared-off than an Amazon Echo.
Sonos touts the sound quality, and in the past we've really liked its speakers.
Here's a closer look at those controls.
In addition to Wi-Fi, it supports wired Ethernet.
The lighting is more subtle -- dare we say classier? -- than the Echo or Google Home's rainbows.
The white version could go well in a kitchen. Or a wood-lined shelf.
Sonos hopes you'll buy both colors.
Like its other speakers, it plays with others for multiroom audio.
It looks a lot like the company's current Play:1 speaker...
...but Sonos says only two parts -- the bottom and the power cable -- are the same.
"Alexa, play Rolling Stones in the bedroom" is an example of Sonos' whole-home approach.
At launch it will support Amazon Music, Pandora, iHeart Radio directly, with Spotify coming soon.
The Sonos One ships Oct. 24. Look for a full CNET review then.