The short version
- Insta360 controls 73 percent of the global 360-degree camera market and is preparing to launch mirrorless cameras and smart glasses.
- The company aims to fill a gap between smartphone photography and professional equipment by prioritizing convenience and automated editing over AI assistants.
- While trailing DJI in handheld smart cameras, Insta360 has gained significant ground in action cameras and gimbals, outpacing GoPro's recent decline.
Insta360, the company that effectively defined the consumer market for 360-degree video, is moving beyond its core competency to challenge established imaging manufacturers. Having secured a commanding 73 percent share of the worldwide 360 camera sector, the firm is now developing mirrorless cameras and smart glasses. This expansion marks a strategic pivot from dominating a niche category to positioning itself as a broader technology company capable of competing with legacy brands like Canon, Sony, Nikon, and Fujifilm.
The timing of this shift coincides with significant commercial milestones for the Shenzhen-based firm, also known as Shadow Stone or Arashi Vision in China. The company recently celebrated the shipment of its 10 millionth camera and opened its first flagship retail location in New York City’s Times Square. To support its current production demands, Insta360 has invested heavily in supply chain security, spending $298 million on memory chips alone—a figure that exceeds the total valuation of GoPro. This financial muscle underscores the company's confidence in scaling beyond its existing product line.
Cofounder Max Richter describes the new hardware as an attempt to bridge the gap between casual smartphone users and professional photographers. The goal is not to replace the convenience of mobile devices nor to directly compete with Meta’s AI-focused smart glasses. Instead, Insta360 intends to offer headgear that prioritizes high-quality image capture without the complexity of traditional camera systems. Richter emphasizes that the company does not seek to fight the rise of smartphone photography but rather to serve a growing demographic of creators who desire more expressive tools than phones provide.
The upcoming smart glasses are designed to be overt cameras rather than covert surveillance devices, addressing privacy concerns often associated with wearable tech. Unlike competitors focusing on intelligent assistants or augmented reality overlays, Insta360’s approach centers on the mechanics of capture. The company aims to make recording high-fidelity video and photos as effortless as looking through a lens, removing the need for manual framing or complex settings. This strategy positions the glasses as dedicated imaging tools rather than general-purpose computing devices.
In parallel with its wearable ambitions, Insta360 is developing two new mirrorless cameras. Founder JK Liu has indicated that one of these models will feature an unconventional design distinct from current market offerings. The focus for these devices is convenience and suitability for a new generation of content creators. By integrating advanced automation, the company hopes to reduce the technical barrier to entry for high-quality video production, allowing users to focus on storytelling rather than camera operation.
This hardware expansion is part of a broader vision to become the world’s automated cameraman. Insta360’s latest device, the X6, already demonstrates this direction with onboard AI capabilities that automatically generate highlight reels while charging. The camera also features an updated tracking system that can frame subjects without manual intervention. These software integrations suggest that future products will rely heavily on artificial intelligence to handle editing and composition tasks, further simplifying the user experience.
While Insta360 dominates its home category, it faces stiff competition in adjacent markets. Data from IDC shows that DJI holds a 73 percent share of the worldwide handheld smart camera market, compared to Insta360’s 20 percent. However, the gap is narrowing in specific segments. In the second quarter of 2026, Insta360 captured 43 percent of the detachable action camera market and 17 percent of non-detachable action cameras. Its new Luna Ultra gimbal also secured a 6 percent share in that category.
The competitive landscape has shifted significantly for traditional players. GoPro, once a leader in action cameras, saw its shipments drop by half to 200,000 units in the second quarter of 2026, holding only a 3 percent market share. Meanwhile, traditional camera manufacturers like Canon shipped 4.5 million digital cameras last year, and DJI moved 4.3 million cameras in a single quarter. Insta360’s entry into mirrorless and smart glasses represents an attempt to capture value from these larger markets by leveraging its expertise in automated, user-friendly imaging solutions.
The company’s strategy relies on the assumption that consumers increasingly prefer devices that handle technical aspects of photography automatically. By combining hardware innovation with software-driven automation, Insta360 aims to redefine what a camera can do. Whether this approach can successfully displace entrenched competitors remains uncertain, but the company’s rapid growth and substantial investment in components suggest a serious long-term commitment to expanding its footprint in the imaging industry.
Sources behind this briefing
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- The Verge↗Insta360 conquered 360 cameras — now it’s eyeing glasses
