Bose just announced a new entry-level smart soundbar that's designed to be a direct rival to the Sonos Beam. It's called the Bose Smart Soundbar 300 and it costs $400, which is the same price as the Beam. It can work as a smart speaker with your choice of Alexa and Google Assistant, just like the Beam. It also supports AirPlay 2 and Bluetooth, just like the Beam. And it's easy to connect to your TV, via either an ARC HDMI or optical connection, just like the Beam.
The main difference between the Bose Smart Soundbar 300 and the Sonos Beam is that they both work best in their own ecosystems. The Bose Smart Soundbar 300 is compatible with Bose's other surround sound speakers and bass modules, while the Beam is obviously able to work with Sonos's other speakers. But the bottom line is that both are upgradable in case you want to integrate into a larger home theater system down the road.
If you're looking for a larger smart soundbar to fill larger rooms, Bose already offers the 500 series and 700 series of soundbars, which are essentially bigger, better and more expensive versions of the Bose Smart Soundbar 300.
The new Bose Soundbar 300 is available for pre-order right now, with it expected to start shipping on September 15.