The 360-degree king wants more

If you've spent any time on social media, you’ve definitely seen the work of Insta360. The brand currently commands a massive 73 percent of the global 360 camera market, and it’s lowkey printing money—it just dropped $298 million on memory chips alone. That’s more than GoPro’s entire current market valuation. But as they open a new flagship store in Times Square and celebrate shipping their 10 millionth unit, the company is realizing that being the '360 camera brand' is just the beginning.

The roadmap: Cameras and shades

Cofounder Max Richter says the goal is to evolve into a 'top imaging company.' They aren't trying to beat your iPhone, but rather sit in that sweet spot between casual phone shooters and pro-level photographers.

So, what’s next?

  • Smart Glasses: They’re exploring eyewear, but don't expect a Meta AI-assistant vibe. The focus would be on pure utility—making it easier to capture high-quality content without the 'spy camera' stigma.
  • Mirrorless Cameras: Founder JK Liu confirmed that mirrorless tech is in the works, promising designs we’ve never seen before.

Can they take the crown?

They’re already playing in DJI’s sandbox with gimbals and modular action cams. While DJI leads the handheld smart camera market with 73 percent share, Insta360 is holding its own at 20 percent. Meanwhile, GoPro is lagging way behind as a distant number three.

Their big brain move is becoming the world’s 'robot cameraman.' Through AI features like the ones in their new X6—which can auto-edit highlight reels while charging—they’re trying to automate the boring parts of filmmaking. They’re even dabbling in 3D Gaussian splatting to make your content look extra bougie.

The reality check

Real talk: the geopolitical vibes are a bit off. There’s a lingering concern about potential US government restrictions on foreign camera tech. While Insta360 is currently distancing itself from its sister drone brand Antigravity to avoid the current US drone ban fallout, Richter admits that some regulatory hurdles are simply out of their control. For now, they don’t have immediate plans to manufacture in the US, but they’re banking on staying for the long haul.

Why it matters

Insta360 is effectively trying to do to Canon and Sony what they did to GoPro—disrupt a legacy market with tech that’s actually built for the way we create content today. If they pull off the smart glasses or mirrorless pivot, they might just become the main character of the camera industry.