Companion Systems announces the new dog

NUNEATON, England —

Companion Systems Ltd today announced the new dog, a reimagining of the dog for the way people actually live with them. The new dog is available in three models — dog SE, dog, and dog Pro — from £199, and will ship in Q3 2027.

“The dog is the most important product we make. It is also the only product we make. We have put all of our attention into it, and there is nowhere else for the attention to go.”

— Graham, Chief Executive Officer, Companion Systems

Companion Systems spent two years studying how people live with dogs. The study found that the average owner uses fewer than 40% of their dog’s available capabilities on a regular basis, and that the remaining 60% — the scent tracking, the prey drive, the seasonal coat shedding, the four-leg mobility platform optimised for open terrain — exists for a world that most dogs no longer live in.

“Your living room has a sofa and a radiator. It does not have predators,” said Graham. “We built the new dog for the living room. The dog SE has two legs. We think this is the right number for the average customer, and we are prepared to defend it.”

The new dog is available in three configurations:

dog SE, from £199, the bipedal model with one bark per day, twenty-eight teeth, and a single-meal metabolism. “dog SE is the dog for people who do not need a tail,” said Graham. “You do not need a tail. We have checked.”

dog, from £349, the classic four-legged experience with forty-two teeth, selective audio, and a three-room range. “The dog is the dog you already know,” said Graham. “We changed very little. We removed some things the dog did not use. The dog did not notice. We noticed. The dog did not.”

dog Pro, from £599, the complete feature set with reinforced limbs, full vocalisation, and loyalty pre-installed. “The dog Pro takes the role seriously,” said Graham. “We designed it for people who work from home. It will treat your desk as a perimeter. We recommend you treat it the same way.”

“Four legs are available on dog and dog Pro, or as an optional accessory for dog SE,” said Graham. “We considered removing the legs from all three models. We decided that the dog, and the dog Pro, would mind.”

The new dog is available for order now, with delivery scheduled for Q3 2027. Delivery is free within mainland UK. An additional charge applies to the Scottish Highlands, Northern Ireland, and anywhere requiring a ferry.

Further information, including the full keynote presentation from the launch event, is available at the companion systems keynote.