In September 1906, Victor introduced a new line of talking machines with the turntable and amplifying horn tucked away inside a wooden cabinet, the horn being completely invisible. This was not done for reasons of audio fidelity, but for visual aesthetics. The intention was to produce a phonograph that looked less like a piece of machinery and more like a piece of furniture.
These internal horn machines, trademarked with the name Victrola, were first marketed to the public in September of that year and were an immediate hit. Soon an extensive line of Victrolas was available, ranging from small tabletop models selling for $15, through many sizes and designs of cabinets intended to go with the decor of middle-class homes in the $100 to $250 range, up to $600 Chippendale and Queen Anne-style cabinets of fine wood with gold trim designed to look at home in elegant mansions.
Victrolas became by far the most popular type of home phonograph, and sold in great numbers until the end of the 1920s. RCA Victor continued to market record players under the Victrola name until the late 1960s.