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Insta360 expands into mirrorless cameras and image-focused smart glasses
Insta360, which controls 73% of the global 360-degree camera market, is expanding beyond its core products as it approaches its 10 millionth camera sale. The company is developing mirrorless cameras and exploring smart glasses designed primarily for convenient, high-quality image capture, rather than artificial-intelligence assistants or replacing smartphones. It hopes to become a major imaging or technology company capable of challenging established brands such as Canon, Sony, Nikon and Fujifilm.
The expansion reflects Insta360’s broader competition with DJI across drones, gimbals and action cameras. IDC estimates Insta360 holds 20% of the worldwide handheld smart-camera market, compared with DJI’s 73%, but its share is stronger in particular segments: 43% of detachable action cameras, 17% of non-detachable GoPro-style cameras and 6% of gimballed cameras. The company has also spent $298 million on memory chips, while GoPro’s shipments fell by half to 200,000 cameras in the second quarter of 2026.
In short
- Insta360 dominates 360-degree cameras with 73% global market share.
- It is developing mirrorless cameras and capture-focused smart glasses.
- The company is expanding into markets led by DJI and traditional camera brands.
Explained simply
Insta360 is best known for cameras that record a full 360-degree view, letting users choose what to show after filming. It also sells action cameras and devices that steady footage, competing with companies such as DJI and GoPro.
Mirrorless cameras are digital cameras that use interchangeable lenses but do not have the mirror mechanism found in traditional SLR cameras. Canon, Sony, Nikon and Fujifilm are established makers in this market, while smart glasses can include cameras for taking pictures or recording video.
Moving into these products could broaden Insta360’s business beyond its best-known cameras. Its position varies across camera categories, so market-share figures for one type of device do not describe the whole industry.
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Originally published by The Verge as “Insta360 conquered 360 cameras — now it’s eyeing glasses”.