Wireless audio company and Apple Music partner Sonos has announced it will lay off employees as it restructures the business towards a new focus on music streaming and voice control, MacRumors reports.

The reasoning behind the move came in a blog post Thursday, March 10 by Sonos CEO John MacFarlane, who called it an "investment in the future of music" that would allow the company to remain profitable, but which came with "very difficult" consequences. No details were given on the extent of the job cuts.

MacFarlane said the change would first see Sonos "lean into" the area of paid streaming services, following an irreversible shift in the music ecosystem, led by Apple.

He said the path forward for the music industry and for Sonos is "crystal clear" as he announced it was "doubling down" on streaming music, with an aim to build "incredibly rich experiences" as consumers inevitably grew dissatisfied with existing solutions for listening at home, MacRumors says.

The CEO offered few details on the products or services that would be at the center of such experiences, but identified voice control as the way forward, calling the company "fans" of Amazon's Alexa personal assistant and Echo hardware.