When I fly on planes or get to talking to people in bars or restaurants when I travel, invariably they ask me what I do. I'm getting to the point that I tell people that I'm a traveling lingerie salesman because when I tell them that I'm a regional manager for a consumer electronics importer, more often than not, their faces light up and say, "Oh yeah? What do you think of those Boze-y speakers?"
First of all, Jack, it's pronounced "BOZE" (long "O"), not Bozey, or Boise, or Bosey. Secondly - what I tell people what I think of them usually pisses them off. Especially if they own a pair or a set. After what I get done telling them about Bose, they usually feel A) Foolish they bought a pair; and B) Pissed off that they may have gotten taken.
Bose loudspeakers were developed by Dr. Amar Bose, an M.I.T. professor of electrical engineering, back in 1964. A number of years before, Dr. Bose was listening to what were then high fidelity loudspeakers and thinking that he wasn't getting the bang for the money he paid. He spent a number of years studying psycho-acoustic analysis and speaker design working on the idea of "direct and reflect" sound. He was the first designer to use the natural surroundings of a listening area to re-create a live performance when he brought out the first series of the highly popular 901 loudspeakers in 1968.
The biggest problem with the 901 direct/reflect method is that in live concerts, most of the sounds come straight out at you. They don't have driver or speaker cabinets pointed to the rear of the stage for sound to reflect off the front wall to you. The reflectivity of the sound from the speaker is usually coming from the wall behind you - that is, if there's a wall behind you at all.
The other problem I had with the Bose 901's is that the image of the performance was much larger than what should have been projected. I used to joke that when I would play Linda Ronstadt on a pair of 901's it sounded like her mouth was the size of a 12" pizza (which Linda looks like she's been pounding down a lot of over the past few years).
One of the biggest sellers in the history of loudspeakers have been the Bose Acoustimass loudspeakers. They're the little cubes (shown left) that you can position for direct and reflecting sound, paired with a subwoofer. More of these systems - or comparable Acoustimass systems - have been sold than any other loudspeaker in history.
The biggest problem with direct and reflecting sound speakers is that you have to take the room in which you're placing the speakers in under consideration. How far are the walls that are going to reflect the sound from the speakers? What is on the walls is important - sheet rock, brick, wall paper, pictures, drapes, maybe your wall is a window. Each of those surfaces have inherit characteristics that dramatically change the wave form once sound hits it. If it's a window or a brick surface, the sound waves come off hard and bright. If it's a drape or woven wall coverings, the sound gets absorbed. If it's thick sheet rock, the sound wave coming off the wall is totally different than the sound coming off a wall of thin sheet rock.
I always ask people, "What was the last time you went to a concert and saw a P.A. system with the speakers shooting directly out into the crowd, but then a number of other speakers shooting off a wall?" That's right, you don't see that at a concert.
The other thing that Bose does with their speakers is to fiddle with the internal equalization of the speakers to make the speakers more "forward" in the low-mid frequencies, generally the most prevalent of the listenable frequencies. By bringing those low-mid frequencies forward - or louder, if you will - it heightens the sensation of listening pleasure. To the vast majority of people, this is a much more pleasant listening experience.
Think of it like this - you're looking to buy a television. You walk into a store and there's 20 televisions on the floor lined up in a row. You are automatically drawn to - anyone? The brightest one! Does that make the television the best in the store? Absolutely not.
The human ear can hear from approximately 20 cycles (very low bass notes - almost inaudible), to about 20,000 cycles (very high frequency notes - also almost inaudible). That's why when you see specification sheets for audio gear, they measure the frequency response from 20 to 20K cycles. (A cycle is how many times a wave form can complete a full note revolution at a given frequency in a second. The slower the wave cycle, the lower the note. The faster the wave cycle, the higher the note.)
Most people hear from about 35 cycles to about 13,000 cycles, which is where most every day sound and music is situated. But there have been studies through the National Research Council in Canada, and through blind listening tests performed by many speaker manufacturers, that by heightening the volume in certain frequency ranges in the low to mid frequency range (approximately 200 cycles to 1000 cycles), the sound reproduction is more appealing to the listener.
Bose (and a few other speaker companies) do that. I've been a proponent of "flat response" loudspeakers (such as the Focal speakers I sell) for as long as I can remember. When an artist and/or producer make a recording, most of them try to make the sound spectrum as flat as possible without heightening certain frequencies. (That isn't quite true with some rap recordings these days - but for the most part with other forms of music it's true.)
You, as the end-user, the listener, have the option of either lowering or heightening given sound frequencies either by using the tone (bass, treble) controls on your audio equipment, adding Digital Signal Processing (DSP) if it's available on your audio equipment, or getting an audio equalizer to target specific frequencies to heighten or lower. A speaker, in my opinion, should never add to the music. The response of a given speaker should be as flat as possible (by flat, I mean + or - 1 decibel of information above and below a reference point) when they introduce a frequency sweep from 20 cycles to 20,000 cycles.
Now, I will say that I've never seen documentation to back this up - that's because Bose does NOT publish any of their audio specifications. If I did a sweep test on a Bose speaker from 20 to 20,000 cycles, I will almost guarantee you there is a significant bump in the Bose loudspeakers in the low-mid range frequencies. I've been in the business for over 25 years and I think I know how speakers should sound.
Now, that's not saying that's wrong - it's just not a doctrine that I subscribe to. And it's not the way most loudspeaker companies "voice" their speakers.
Given those arguments and examples, I usually get this from most people when I talk to them about Bose - "Well, if Paul Harvey didn't think they are such a good speaker, why would he say they are?"
I then explain that if I was paid $250,000 a year to say that Bose speakers were the best in the world, I'd be listening to nothing but Bose speakers in my house. Then I normally get this incredulous look from the people I'm talking to. "Paul Harvey gets paid to say Bose makes great speakers," they ask. This is usually unfathomable to many people thinking that Paul Harvey would shill for a company.
Harvey does such a great job with his Bose "testimonial" commercials on his newscasts that he really sucks the listener in to make them think just that. And that's the key with Bose - they are a marketing machine. They do the best marketing of their product than any audio-video company on the planet. Their speakers aren't the best, the direct-reflect technique is not the best (if it were, wouldn't you think that other companies would be doing direct and reflect speakers?), and their life-style systems aren't all that great.
But they pour MILLIONS of bucks into advertising each year, they have their own Bose stores in high traffic and high profile areas all across America, and they are sold virtually every where in nearly every audio video chain in the country (and around the world). The Bose story is POUNDED into the minds of salespeople every where they're sold. In fact, I've often said that the salespeople who work in the Bose stores are some of the best salespeople in the world. They not only know how to sell Bose products, they know how to SELL, period.
The Bose brand name recognition - even with people who don't know how to properly pronounce the name of the company - is one of the highest in the industry. They make you think that owning Bose loudspeakers or one of their audio systems is the American dream. They do an excellent job in that.
A lot of people don't know that Bose also makes a number of commercial speakers and systems, they also have a highly successful automotive division that makes sound systems for a number of car manufacturers, and they are a manufacturer and supplier for test equipment in the biomedical field.
But one of the biggest things that Bose is not very well known for, but it's a large part of their overall business, is the military application products they manufacture for the U.S. Government and other friendly nations. They talk about a number of noise-canceling and clear voice products they've developed, but they also manufacture communication systems for military vehicles, planes and submarines. I've been told by people who have either worked for Bose or who have visited the Bose factory in the past that there is a whole section of the factory that is off-limits and classified, guarded by military policemen. Now, I don't know if that's for show or if it's for real, but the guards are supposedly there.
Bose speakers are OK, they're not the best out there. They certainly have placed a lot in people's homes over the years. I think there are a number of arguments that could be made against owning Bose loudspeakers, but I'm one guy. The bottom line is that if it's sounds good and you're happy, fine with me. I just think your audio money could be best spent elsewhere, that's all.