From The Verge · Sean Hollister · · 3m
Insta360 conquered 360 cameras, now it's eyeing glasses
The Chinese brand that dominates 360 cameras is spending hundreds of millions to challenge Canon and Sony with mirrorless cameras and smart glasses.
In brief
The Chinese brand that dominates 360 cameras is spending hundreds of millions to challenge Canon and Sony with mirrorless cameras and smart glasses. Insta360, which controls seventy three percent of the worldwide three sixty camera market, is developing mirrorless cameras and smart glasses to become a major imaging…
Insta360 dominates 360 cameras
Insta360 makes three sixty degree cameras that film every angle simultaneously. The Chinese brand controls seventy three percent of the worldwide market for these devices.
Massive investment in memory chips
As Insta360 prepares to ship its ten millionth camera, it spent two hundred ninety eight million dollars on memory chips alone, more than GoPro's entire valuation.
Opening flagship US store
Insta360 opened its first flagship US store in New York City's Times Square, signalling ambitions beyond three sixty cameras into broader imaging categories.
Targeting major camera makers
Cofounder Max Richter says Insta360 is looking to challenge Canon, Sony, Nikon, and Fujifilm by becoming a top imaging camera company or even a tech company.
“top imaging camera company”
Building mirrorless cameras
Insta360 is experimentally building its own mirrorless cameras. Founder JK Liu told MyNavi News in August that one will have a shape you have never thought of before.
“a shape that "you have never thought of before"”
Smart glasses without AI focus
Insta360 is also building smart glasses. Max Richter says the company would not compete on smart intelligent features but on helping people conveniently capture high quality images.
“we wouldn't necessarily compete with companies on smart intelligent features”
Targeting content creators, not professionals
Insta360 sees opportunity between smartphone users and professional cameras. Max Richter says the company targets a growing trend of people wanting to express themselves creatively.
“there's an opportunity between smartphone users and professional cameras”
Expanding beyond 360 cameras
Insta360 is pushing into categories dominated by rival DJI, including drones, gimbals, baby steadycams, and modular action cameras. In Q two twenty twenty six, it had forty three percent of the detachable action camera market.
AI-powered automatic editing
The Insta360 X six comes with onboard AI that automatically creates highlight reels while charging. It also has a two point zero InstaFrame feature that tracks and frames selected people automatically.
Three D Gaussian splats feature
Insta360 is launching a feature for the X six that creates three D Gaussian splats with one tap in the smartphone app for free. Users get four free splats per month after cloud processing.
US regulatory uncertainty looms
Insta360 distanced itself from drone brand Antigravity ahead of a US drone ban. The company faces potential risk if the US government decides Insta360 is a drone company and pushes back on its cameras too.
No US manufacturing plans yet
Max Richter says Insta360 remains confident about bringing cameras worldwide and will comply with local laws. The company has no current plan to manufacture products in the US despite it being a key market.
“We remain on the ground”
The big picture
Insta360, which controls seventy three percent of the worldwide three sixty camera market, is developing mirrorless cameras and smart glasses to become a major imaging company.
