Samsung Expands Its Audio Empire with Sound United’s Premium Brands

Samsung has just tightened its grip on the premium audio market, securing even more of the world’s most respected hi-fi names under its wing. Already considered a powerhouse in consumer audio since its blockbuster $8 billion purchase of Harman in 2016, the Korean tech giant is now doubling down with another high-profile acquisition that broadens its reach across the audiophile spectrum.

Through its Harman subsidiary, Samsung has completed the acquisition of Sound United, the audio group that previously sat under Masimo.

This $350 million deal, initially unveiled earlier this year, brings a treasure chest of iconic brands into the Samsung family. We’re talking about Bowers & Wilkins, Denon, Marantz, Polk, and several others that are household names among music lovers and home theater enthusiasts. For context, Sound United was the same entity at the heart of Masimo’s courtroom tussle with Apple over Apple Watch patents – a reminder of how interconnected tech and audio companies have become.

For Samsung, this is not just another buyout – it’s a strategic expansion of its already enviable portfolio. With Harman Kardon, JBL, and AKG already under its control, Samsung now effectively commands one of the most diverse and comprehensive ranges of audio brands in the industry. Harman has openly described the Sound United deal as a “strategic milestone,” a phrase that signals both confidence and ambition.

However, if you’re already dreaming about unboxing a Galaxy S26 bundled with Bowers & Wilkins earbuds or Denon headphones, temper your expectations. Sound United will remain a standalone entity within Harman’s lifestyle division. This is a deliberate move designed to preserve each brand’s DNA and identity – something audiophiles will no doubt appreciate. Instead of homogenizing the brands, Samsung is betting on synergy: giving these names access to Harman’s scale, resources, and technology while letting them maintain their unique sound signatures and design philosophies.

The long-term vision seems to be one of mutual reinforcement. Sound United’s decades of audio expertise and engineering prowess can flow into Harman’s already strong innovation pipeline, while Harman’s global footprint can push these brands into new markets and customer bases. It’s a familiar playbook – Samsung has done the same with Harman itself, keeping it independent yet strengthened by the backing of a global tech titan.

Still, it raises an interesting question: will any of this trickle down into Samsung’s smartphones, tablets, or even its laptops? The realistic answer is probably not in the near term. The consumer market has shifted decisively toward convenience and portability, where compressed streaming audio and wireless Bluetooth earphones dominate. High-fidelity sound systems, while still revered by purists, are increasingly niche compared to the mass adoption of ‘good enough’ solutions. In a world where Spotify streams and AirPods set the tone, comfort and accessibility have triumphed over uncompromising hi-fi.

Yet, Samsung’s latest move is about more than just immediate product crossovers. It is about future-proofing. Owning the crème de la crème of the audio industry allows Samsung to position itself as both a mass-market leader and a guardian of true audiophile culture. It can serve casual listeners while still holding credibility with those who demand reference-grade sound. In many ways, this acquisition is Samsung’s way of ensuring it has all bases covered – whether the future leans toward wireless convenience or swings back toward high-fidelity experiences.