Is Roomba Becoming a Spy? Social Media's Concerns About "Chinese Ownership" and the Future of Smart Homes

Is iRobot's Roomba "Bankruptcy" or "Reboot"?

In December 2025, iRobot, which pioneered the home robot market with its robotic vacuum cleaner "Roomba," entered proceedings under the U.S. Federal Bankruptcy Code Chapter 11 (reorganization type). The atmosphere is more of "finally" rather than surprise, as the company has long hinted at worsening financial conditions. However, what makes this news "symbolic" is not just the financial aspect, but the clarity on **who will own iRobot**. AP News

iRobot is proceeding with a so-called "pre-packaged" reorganization, where its main manufacturing contractor and major creditor, China's Shenzhen PICEA Robotics (Picea), plans to acquire 100% of the reorganized iRobot's stock. The company expects the proceedings to be completed by February 2026. iRobot MediaKit

The key point here is the company's stated "scope of impact." Press releases and reports indicate that apps and product support will continue as usual. The biggest concern for users is whether their current Roomba will suddenly become unusable, but at least the official stance is "it won't stop." iRobot MediaKit

On the other hand, a very harsh reality awaits shareholders. The company has clearly stated that ordinary shareholders will not receive shares in the reorganized company, and their investment is expected to be a "total loss". Although Chapter 11 is a "reorganization type," it is a textbook scenario where shareholders at the bottom of the capital structure are unlikely to be saved. iRobot MediaKit

The Logic Behind CEO Cohen's Statement that "Bankruptcy is 'Good News'"

An interview with CEO Gary Cohen published by The Verge transformed this event from mere "bankruptcy news" to a "declaration of a fresh start." Cohen described bankruptcy not as an "end" but as a means to survive in the long term, emphasizing the continuation of employment (about 500 people) and R&D at the Boston headquarters. The Verge

Here lies the core of his message.

• Organize ownership structure and debt before funds run out

• And then, do not stop development and support

• Draw a growth path again as a "global brand"

In fact, the point that the buyer is not an "unknown third party" but Picea, which has already been deeply involved in manufacturing and financing, is rational from the perspective of the speed of reorganization. The Verge

However, rationality and romance are separate issues. iRobot has been talked about as if it were the "inventor of home robots," and the meaning of the brand is larger than the "product itself." If this wavers, consumer sentiment can quickly drift away. The Verge also suggests the risk that new products from the Picea collaboration might resemble "mid-tier Chinese brands of other companies." The Verge

What Was Delayed: The "High-Speed Cycle" in China That Roomba Faced

What stands out in Cohen's words is the vivid self-awareness of "delay." For example, he candidly talks about the recent products' **delay in adapting to "combo (suction + mopping)" and multifunction docks**. Roomba could not deliver these elements adequately, which competitors began to incorporate as a matter of course. The Verge

The navigation method is symbolic. iRobot has long emphasized camera-based (vSLAM) navigation, but Cohen states, "The biggest issue was not switching to LiDAR," highlighting the consumer sentiment of **"20 minutes to map, 2 hours is impossible."** In contrast, founder Colin Angle has also indicated that switching to LiDAR is not necessarily the right choice, revealing a gap between "ideals" and "implementation/market launch." The Verge

Furthermore, Cohen even states that during the prolonged Amazon acquisition negotiations, there was an **"agreement not to make changes, which halted innovation."** The "limbo period" when the acquisition did not materialize is seen as having slowed development investments and decision-making. The Verge

"Closed a Four-Year Gap in One Year" with Picea Collaboration—But There Are Costs

So what changes with Picea's involvement? The interview suggests that Picea's presence was behind the launch of **the largest-ever new lineup (eight models)** in March 2025. With elements like LiDAR and combo products, Cohen states, "We closed a four-year gap in one year." The Verge

However, this "acceleration" comes with the risk of diluting iRobot's uniqueness. Some new features (e.g., dust compression bin, mop cover mechanism) were reportedly developed by Picea, and while The Verge describes it as a "partnership," it also notes that the initial wave was "safe." The Verge

The question readers have is simple.
Will the next Roomba be made by iRobot or Picea?

Cohen suggests that "iRobot's DNA will increase in the future," and mentions that there is an "attractive shelf" of new products within the company. However, the final C-suite management is still being adjusted, and his own continuation is not confirmed. The Verge

Focus for Users: "Continuation of Support" vs. "Psychological Anxiety"

The official announcement that "support and apps will continue" is an important reassurance. iRobot MediaKit

However, looking at reactions on social media, many people are not convinced by "it's okay because the official says so."

Reactions on Social Media (mainly from Reddit): A Mix of Anxiety, Irony, and Realism

• "They say support will continue, but what's the reality?"
  In threads sharing the bankruptcy report, while the outline of the proceedings is quoted, user interest tends to focus on the reliability of the word "continuation." Reddit

• "iRobot has lost reliability and innovation in recent years"
  In discussions from seven months ago, comparisons with competitors (like Roborock) and dissatisfaction with prices were mentioned, and there is a sentiment that this bankruptcy is the "consequence of the flow." Reddit

• "Under Chinese ownership, what about data and privacy?"
  The fact that the acquirer is a Chinese company reflexively raises caution in the smart home context. Reports also point out that privacy concerns could resurface. The Guardian

• "From ODM to 'Brand Owner.' This is a Symbol of Industrial Structure"
  There are posts describing it as an "end of era," considering Picea also has its own brand (3i), and voices view it as a phenomenon where "the manufacturer swallows the brand." Reddit

Social media is not just a place to confirm facts but also to "sort out emotions." For many, Roomba is not just an appliance but an "original experience of home robots." Therefore, even if the logic of reorganization is rational, the sense of loss comes first.

Conditions for a Successful "Reboot": Brand × Speed × Differentiation

The Verge highlights that iRobot still has cards to play, such as a "strong brand" and a "competitive ODM (manufacturing development partner)," but concludes that success comes with a big "if." The Verge

So what are the conditions? They can be narrowed down to three points.

1. Speed becomes "normalized"
   Even if the gap is closed once, the evolution speed of competitors does not slow down. The statement about releasing next-generation products in 2026 sounds less like a promise and more like a declaration that "the grace period is until then." The Verge

2. Differentiation is seen as "iRobot-like"
   The homework for differentiation increased when the initial new products were said to be "similar." It's not just about piling up elements like dust compression or mop mechanisms; there needs to be a reason to choose Roomba that can be expressed in one sentence. The Verge

3. Redesign "trust" in the smart home era
   Continuing the app is the minimum requirement. Next is transparency. Can data handling, update policies, and support systems be presented in a way that users can understand? As long as the acquirer is a Chinese company, leaving this vague will continue to leave anxiety. ##HTML_TAG_444