Dyson’s Jake Dyson on the Zone: ‘It’s solving a problem that is quite niche’

The Dyson Zone was a big, bulky pair of headphones with an integrated air-purification mechanism that presented rather unfortunately like a high-tech gimp mask.

In the United States , everyone from SportPursuit to Best Buy is out of stock, and retailers show no sign of doing anything about the situation.

In an exclusive interview, WIRED sat down with Jake Dyson , who was disarmingly open about the fate of the Zone.

The Dyson Zone is not universally regarded as being a brilliant product outside of Dyson .

Dyson launched its OnTrac regular over-ear noise-canceling headphones in July 2024 , just over a year after the Zone.

Analyst Ivan Lam , senior analyst at Counterpoint , doubts anyone can be happy with its performance.

Analyst: "The result is a product with no revenue, no profit margin and no visibility".

Dyson will need to establish a reputation for audio excellence pretty fast if it's going to compete.

Jake Dyson says OnTrac is not merely the same headphones as Zone but with the fan system removed.

The company will have taken a lot of learning away from its (ultimately fruitless) N526 electric car project.