What You Read Online About ULTRASONE – And What the Reality Looks Like
We are actually very satisfied with our products—and with what is coming in the future. At the same time, we are well aware that many potential customers who are not yet familiar with ULTRASONE search the internet for information before making a decision.
They browse forums, blogs, and reviews, trying to understand what other users think about the brand and its headphones.
Unfortunately, this is often where things become a little less enjoyable.
Because what we frequently read about our products online is either outdated or factually incorrect.
When Comparisons Become Misleading
A common example illustrates the issue quite clearly.
Sometimes a €700 headphone released in 2025 is compared with an ULTRASONE model from 2014 that originally cost around €160.
The result of such comparisons is hardly surprising: the newer and significantly more expensive product may show slightly higher precision. At the same time, the ULTRASONE headphone may still offer better spatial presentation and depth layering.
Depending on how the reviewer frames the result, readers may interpret the comparison in very different ways.
However, from a technical and contextual perspective, such comparisons are misleading from the start. The products belong to completely different generations and price categories.
And this is only one of many similar examples.
When Communication Breaks Down
Another challenge arises in customer communication.
Occasionally, some customers send so many emails in a short period of time that our spam filters are automatically triggered, meaning the messages never reach us.
When they understandably do not receive a response, frustration follows. Sometimes this leads to negative comments on platforms like Instagram or Facebook, suggesting that our customer service is unresponsive.
In reality, we are probably one of the very few headphone manufacturers worldwide that still repair products more than 25 years old.
Customer support and long-term service have always been an important part of the ULTRASONE philosophy.
Why ULTRASONE Stopped Participating in Magazine Reviews
About five years ago, we made the decision to stop submitting our headphones to print magazines for testing.
The reason was simple: many publications increasingly required payments or advertising deals in exchange for reviews.
This approach contradicts our company philosophy. We believe that test results should be independent and unbiased.
The same challenge exists with a large portion of social media influencers, who understandably expect compensation for their work.
For ULTRASONE, however, buying exposure or purchasing awards has never been part of our strategy—and it never will be.
A Different Business Model
These developments ultimately encouraged us to adjust our business model.
ULTRASONE has never bought awards, rankings, or positive reviews, and we will continue to avoid doing so.
Because fewer and fewer media outlets are willing to work independently, we have simply stepped back from this area and leave online discussions and forum posts uncommented.
Instead, we prefer to invest our time in something far more meaningful: developing better products and supporting our customers directly.
Why We Ended Our Cooperation with Thomann
Even our previous cooperation with Thomann was not always easy.
I have enormous respect for what Hans Thomann has built over the years. Thomann is one of the most successful music retailers in the world.
However, some pricing campaigns in the past were not compatible with our long-standing policy of stable pricing.
These promotions sometimes created price structures that did not align with our philosophy.
For this reason, we eventually decided to end the partnership with Thomann.
As a result, we may sell fewer units overall, but the market for ULTRASONE products has become much more stable and consistent.
My Personal Opinion
Sometimes you need a thick skin when reading comments about your own company on the internet.
But we are actually quite happy with our decision.
Instead of spending time responding to forum discussions, we focus that time on our customers and on improving our products.
That allows us to provide real value for the loyal fans of our brand.
And if you would like to see how customers actually experience ULTRASONE products, you can read it here:
Experience Report with ULTRASONE – Click Here
Thank you, Adrian—your feedback truly means a lot.
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