It's really hit or miss, and kind of depends on the product category, and the manufacturer. Sonos has an uphill battle convincing people to even think about an option other than AirPods. Some manufacturers will give their support reps tremendous freedom to just send free shit out for positive word of mouth.
Apple is in no need of positive word of mouth, and in fact thrives despite a very vocal subset of consumers that are adamantly against anything Apple does (sometimes rightly, sometimes wrongly).
That is, Sonos has to work to keep you a customer, but plenty of Apple customers will just buy Apple no matter what.
I don't think Sonos really cares either. Their shuffle has been broken forever (you simply can't shuffle a playlist on Google Assistant), my Roams frequently randomly disconnect, they tried to alienate half their userbase with the S2 update and only changed their tune with massive outcry, the desktop app auto-update doesn't work on Mac... I can go on and on. I tried to report these issues to support, and then to their beta community, and every single thing I reported was ignored for years. Shrug.
I really like their hardware but their software is so bad it's making me want to quit their ecosystem altogether. Their support is bad too.
Apple is in no need of positive word of mouth, and in fact thrives despite a very vocal subset of consumers that are adamantly against anything Apple does (sometimes rightly, sometimes wrongly).
That is, Sonos has to work to keep you a customer, but plenty of Apple customers will just buy Apple no matter what.