Which Company Will Make the Next Device You Pick Up?
This article was originally published in Japanese on March 27, 2026. Translated and adapted for English-speaking readers. Read the original Japanese version
March 26, 2026. DJI made a quiet but decisive move.
They announced the “DJI Avata 360,” an FPV drone with 360-degree capture capability. Priced from ¥77,330 for the body alone, or ¥159,830 for the Fly More Combo (tax included). The price gap with Insta360’s “Antigravity A1” (standard edition: ¥209,000), released in December 2025, was plain to see — a clear declaration of war aimed at the same market.
But another piece of news was hiding behind this announcement. Three days earlier, on March 23, 2026, DJI had filed a patent infringement lawsuit against Insta360’s parent company “Arashi Vision” in the Shenzhen Intermediate People’s Court. The product launch and the courtroom battle began simultaneously. This was clearly on a different level from ordinary corporate competition.
Let’s step back and consider the bigger picture.
DJI and Insta360 are both Chinese tech companies headquartered in Shenzhen. Their offices are less than a 15-minute drive apart. DJI was founded in 2006, Insta360 (Arashi Vision) in 2015 — a 9-year gap. In terms of scale, DJI’s 2024 revenue was approximately 80 billion yuan, compared to Insta360’s 9.86 billion yuan — a 14x difference. What should have been an adult-versus-child gap has, over the past decade, evolved into what’s now called a “hometown rivalry.”
So why is this all-out collision happening right now? And which company will make the next camera or drone you pick up?
In this article, I’ll review the history of the DJI-Insta360 rivalry category by category, assess the current score in each battleground, and then offer my outlook for the future. When you read “DJI Avata 360 Announced” within the context of this decade-long saga, it takes on an entirely different meaning.
DJI and Insta360 — Hometown Neighbors, Separated by 9 Years
First, let’s establish the backgrounds of both companies.
DJI (大疆创新, Dàjiāng Chuàngxīn) was founded in 2006 by Wāng Tāo (Frank Wang), a graduate of Hong Kong University of Science and Technology. It is the world’s largest drone manufacturer, holding top market share in the commercial drone segment. Its product lineup spans the consumer Mini series, the professional Matrice series, the FPV Avata series, the Ronin stabilizer series, and the Osmo camera series. Its 2024 revenue was approximately 80 billion yuan (over 1 trillion yen).
Insta360 (影石创新, Yǐngshí Chuàngxīn / Arashi Vision) was founded in 2015 by Liú Jìngkāng (JK Liu). Built around the X-series of 360-degree action cameras (X1 through X5), the company also offers the Ace Pro series for action cameras and the GO 3 series for selfie-focused shooting. Its compound annual growth rate from 2022 to 2024 was a staggering 65.25%, and on June 11, 2025, the company went public on the Shanghai STAR Market (688775.SH). Its share price opened at 182 yuan on the first day against an IPO price of 47.27 yuan (+285%), instantly pushing its market cap above 70 billion yuan.
These two companies, in the same city of Shenzhen, spent nine years building their respective “sanctuaries” — then in 2025, each stepped into the other’s territory. That is the essence of today’s competition.
On Weibo, JK Liu has described DJI as “an overly dominant presence in the industry” while also saying “my respect for DJI runs deep.” This doesn’t seem like diplomatic courtesy — it reads more like a genuine sentiment from one engineer to another. Yet to prevent his company from being encroached upon, he chose a strategy of stepping directly into the enemy’s home turf.
DJI vs Insta360: A Category-by-Category History of Rivalry
Battleground #1: 360-Degree Cameras (2016–) — “Insta360’s 9-Year Monopoly”
The first battleground was pioneered by Insta360.
In 2016, Insta360 brought a pioneering consumer-grade 360-degree action camera to market. Since then, the lineup evolved through the X1, X2, X3, and X4, and with the X5 in April 2025, a 1/1.28-inch sensor was introduced. Technologies developed in-house by Insta360 — “FlowState stabilization,” “invisible selfie stick,” and “AI reframing” — became industry standards, and for nine years after launch, Insta360’s market share in this space reached 85–92%.
During this period, DJI did not enter the 360-degree camera market. More precisely, it may not have been that they “chose not to” — rather, they “didn’t need to.” DJI had established an overwhelming position in the much larger drone and action camera markets. The 360-degree camera was simply too niche.
That equilibrium shattered on July 28, 2025. Insta360 announced its entry into drones through a new brand called “Antigravity.” Three days later, DJI unveiled the “Osmo 360,” a 360-degree action camera priced at 2,999 yuan — 800 yuan cheaper than the Insta360 X5. After nine years of Insta360’s monopoly, DJI launched a surprise attack.
The result was shocking.
Three months after the Osmo 360’s release, data emerged showing that the DJI Osmo 360 had overtaken Insta360 in GMV share in the Chinese market, capturing approximately 49% share. However, this figure comes with caveats. Insta360 has pushed back in its disclosure materials, stating it “cannot independently verify the accuracy of certain third-party data,” and the reliability of the data source is debated. It’s also true that Insta360’s 2025 revenue continued to grow at +76.58% year-over-year.
📍 Verdict for this battleground: Contested, slight DJI advantage
The Osmo 360 surpasses the X5 in some specs (sensor size, 10-bit recording). On the other hand, Insta360 still holds the edge in interchangeable lens ecosystem, AI app editing polish, and community depth. DJI is catching up fast, but calling it a “complete collapse” would be premature.
Battleground #2: Action Cameras (2019–) — “A War of Attrition, Outcome Undecided”
The action camera market is “third-party territory” for both companies — neither’s home turf. Originally dominated by GoPro, DJI entered in 2019 with the “Osmo Action.” When Insta360 released the “Ace Pro” in 2023, it became a three-way battle.
| Generation | DJI | Insta360 | Assessment |
|---|---|---|---|
| 2019–2021 | Osmo Action / Action 2 | ONE RS | DJI leads, Insta360 follows |
| 2022–2023 | Action 3 / Action 4 | Ace Pro | Ace Pro overtakes on image quality & AI |
| 2024 | Action 5 Pro | Ace Pro 2 | Contested; DJI edges with 10-bit & 20m waterproofing |
| 2025–2026 | Action 6 (8K support) | Ace Pro 2 (firmware updates) | First direct 8K-vs-8K collision |
What stands out is DJI’s aggressive pricing strategy. They slashed ¥1,129 off the Action 4 and ¥900 off the Pocket 3, applying relentless price pressure on Insta360 (36Kr: Insta360 and DJI in “close combat”). The collateral damage of this price war hit GoPro directly — GoPro is now effectively retreating from the consumer hardware business.
📍 Verdict for this battleground: Long-term attrition — DJI wins on price, Insta360 on AI ecosystem
360-Degree Drones — The Avata 360 vs Antigravity A1 Showdown
This is the most closely watched battleground right now.
Insta360’s new sub-brand “Antigravity” was announced in August 2025, with the A1 officially going on sale in December. The world’s first 8K 360-degree drone, it featured a 249g lightweight design (below registration thresholds in many countries), AI-powered automatic editing, and an immersive FPV goggle experience. The Japanese retail price starts at ¥209,000 for the standard edition.
Pay attention to the brand name “Antigravity.” This is not a brand created directly by Insta360. It’s a separate brand co-launched with a third party — a strategic structure designed to let Insta360 enter the drone market without directly exposing its core business to risk.
The problem was a miscalculation in pricing and market sizing. Having enjoyed success selling Insta360 X-series and Ace Pro products at premium prices, the Insta360 side may have underestimated the fundamental differences between action camera buyers and drone buyers. Action cameras serve a wide range of uses — skiing, surfing, travel. FPV drones, by contrast, are a niche market burdened by pilot licensing, aircraft registration, and flight regulations.
The sales reality told the story clearly. Within just 8 months of launch, 3 to 4 discount events were held. Late January 2026 (15% off) → March spring sale (20% off in North America) → March 26 back-to-school sale (20% off in Japan, bringing the price to ¥167,000). Even at 20% off, ¥167,000 is still more expensive than the DJI Avata 360 Fly More Combo (¥159,830). The market had clearly not accepted the pricing.
| Comparison | Antigravity A1 | DJI Avata 360 |
|---|---|---|
| Market entry | First mover / category creator | Fast follower / undercut pricing |
| Price (Japan, full kit) | ¥167,000 (after 20% off) | ¥159,830 (MSRP) |
| Sensor | 1/1.28″ F2.2 | 1/1.1″ F1.9 |
| Max 360° frame rate | 8K/30fps | 8K/60fps HDR |
| Single-lens mode | Not supported (in development) | 4K/60fps supported |
| Weight | 249g (no registration in some countries) | 455g (registration required in Japan) |
| Flight time | Up to 39 min (high-performance battery) | ~23 min |
| Transmission range | 10km (FCC) | 20km (O4+) |
| Obstacle avoidance | Front + downward | LiDAR omnidirectional |
The Avata 360 leads in camera performance and transmission capability; the A1 leads in lightweight design and flight duration. But with both priced at roughly the same level and the Avata 360 offering superior performance, the question “why buy the A1 at full price?” is hard to answer. UK media outlet T3 wrote: “After the Avata 360 launch, justifying the A1’s price became nearly impossible.”
📍 Verdict for this battleground: DJI Avata 360 has the advantage; A1 struggling at present
The Patent War — When Product Competition Spilled Into the Courtroom
On March 23, 2026 — three days before the Avata 360 announcement — DJI filed suit against Arashi Vision, Insta360’s parent company, in the Shenzhen Intermediate People’s Court (original Chinese source: Cailian Press).
The suit concerns six patents (covering flight control, structural design, and image processing) filed by former DJI employees within one year of leaving the company. DJI is seeking to have ownership transferred to DJI on the basis that these constitute “service inventions” under Chinese law. A key piece of evidence is the inconsistency where “inventor names were concealed in the Chinese filings, but the former DJI employees’ real names appeared in the PCT international applications.”
JK Liu issued a full rebuttal on Weibo (original Chinese source: Beijing News) the same day: “These ideas were independently developed within Insta360. The reason inventor names were anonymized was to protect developers from aggressive headhunting by competitors.”
Then Liu delivered the most impactful figure of all: Insta360 has identified 28 of its own patents that DJI products may infringe, but has never once filed suit. The breakdown: 11 hardware/structural patents, 8 software/method patents, 6 control method patents, and 3 accessory patents. “As a smaller company with limited resources, we have chosen to prioritize innovation over litigation.”
This isn’t just talk. Insta360 has a proven track record of winning patent litigation against GoPro. In a patent infringement case brought by GoPro before the U.S. International Trade Commission (ITC), the ITC issued a final ruling in Insta360’s favor. The confidence behind the statement — “we can fight and win” — has substance. On March 24, Insta360 also released an official announcement (Securities Times) stating that “litigation materials have not been received” and “the patents in question are non-core.”
This sequence of events — product launch → price war → courtroom battle — is a textbook case of competitive escalation. Furthermore, reports indicate that DJI has pressured 33 suppliers to halt shipments to Insta360. When supply chain interference is factored in, this is truly a “total war.”
Why Is This Total War Happening Now?
DJI’s Anxiety: U.S. Regulatory Risk and the Need to Diversify
DJI faces the risk of being placed on restricted lists under the U.S. National Defense Authorization Act, casting a geopolitical shadow over its drone sales in the American market. In fact, the Avata 360 will reportedly not be sold in the United States. DJI needs to move beyond being a drone-only company and build a revenue base in the camera and creator market. The Osmo 360 and Avata 360 are exactly those kinds of moves.
Insta360’s Anxiety: Over-Reliance on 360-Degree Cameras and a Growth Ceiling
Insta360 finds itself in a post-IPO moment. As a public company, it needs to show investors a growth axis that breaks its over-dependence on the 360-degree camera market (which accounts for more than 80% of revenue). The Antigravity drone entry was, beyond the success or failure of the product itself, a message: “Insta360 is more than a camera company.”
This structure — where both sides are compelled to go on the offensive — is what’s making the competition fiercer than anyone expected (36Kr: DJI vs Insta360, the troubles of geniuses). Neither can afford to play defense, so both keep attacking.
Outlook Beyond 2026 — Where DJI vs Insta360 Is Headed
360-Degree Drones: Avata 360 Has the Upper Hand; A1 Must Differentiate
Now that the Avata 360 has undercut the A1 at its retail price, the A1’s price justification is eroding. To survive, the A1 needs to quickly ship the “single-lens mode” and “omnidirectional obstacle avoidance” updates reportedly in development, and clearly differentiate on the experiential value of its 249g lightweight design.
That said, there is one market where the Avata 360 can’t sell: the United States. Geopolitical restrictions may limit DJI’s sales there, and in that market the A1 could function as “the only option.” Rather than a global winner-take-all, the outcome may be split by region.
360-Degree Cameras: The Osmo 360 Surge Is Real, but the Ecosystem Moat Runs Deep
While data exists showing the Osmo 360 captured significant share in a short time, Insta360’s ecosystem — AI app, interchangeable lenses, and community — is an asset that can’t be torn down overnight. For DJI to win here, it needs to design not just superior specs, but a “keep coming back” experience. That’s a battle of software and services — precisely the area where DJI has historically struggled the most.
Patent War: A Protracted Battle, with Supply Chain Pressure as the Short-Term Impact
Patent litigation in China often takes years to reach a verdict, and the direct market impact before a final ruling is likely to be limited. However, if DJI is indeed pressuring suppliers, that could have a more immediate effect in the short term. Insta360 is holding 28 patents in reserve as a “trump card” and always retains the option of filing a counterclaim.
The Big Picture: DJI on the Offensive, but Insta360 Won’t Disappear
Let me state my overall assessment frankly. 2026 is likely to be DJI’s year on the offensive. The Avata 360’s pricing strategy is cutting deep into Insta360, and the Osmo 360’s share gains are real. The patent lawsuit, combined with supply chain pressure, could squeeze Insta360’s cost structure.
But I don’t believe Insta360 will “vanish.” It possesses nine years of software assets and community — a moat DJI cannot replicate in the short term. It also has the financial stamina to keep investing in R&D, thanks to IPO proceeds. JK Liu, as a founder-CEO, takes a long-term view and has publicly stated that he prioritizes technological uniqueness over short-term stock price. That’s the kind of advantage only an owner-operator can have.
Conclusion — The Winner of This War Is the User
I opened with a question: “Which company will make the next device you pick up?”
The answer is: both DJI and Insta360. And neither is going to stop.
DJI is closing in on Insta360 in the convergence of 360-degree cameras and drones, entering the 360-degree drone market in earnest with the powerful Avata 360. Insta360 has stepped into DJI’s home turf of drones, and despite struggling, refuses to back down. The patent lawsuit is starting to look like a war of attrition — but that, in itself, proves just how serious this competition is.
There’s an irony to this battle: “Two hometown companies from Shenzhen stepped into each other’s sanctuaries, and as a result, both are on the verge of losing theirs.”
Still, the ultimate beneficiary is the user. We are in a position to enjoy the “byproducts” of a battlefield where two of the world’s best companies are clashing head-on. If you want to pick up a 360-degree drone in 2026, right now might be the best time in terms of value for money.
I’ll continue watching how this war unfolds.
FAQ
Which is better, DJI Avata 360 or Antigravity A1?
As of March 2026, the DJI Avata 360 offers the better balance of performance and price. It delivers 8K/60fps HDR, omnidirectional LiDAR obstacle detection, and O4+ transmission in a full kit at ¥159,830 (tax included). However, the Antigravity A1 remains a viable option if the 249g lightweight design and registration-free flying are your priorities.
Why did DJI sue Insta360 right before the Avata 360 launch?
On March 23, 2026, DJI filed suit over the ownership of six patents related to service inventions by former employees. The timing — three days before the Avata 360 launch — is widely seen not as coincidence but as a calculated strategy combining legal and product offensives.
Is Insta360 a publicly traded company?
Yes. Insta360 (Arashi Vision, 688775.SH) went public on the Shanghai STAR Market on June 11, 2025. Its shares opened at 182 yuan against an IPO price of 47.27 yuan (+285%), with its market cap instantly exceeding 70 billion yuan.
DJI Osmo 360 vs Insta360 X5 — which one is superior?
In terms of specs, the DJI Osmo 360 has the edge with a larger sensor, 10-bit recording, and a lower price. However, the Insta360 X5 excels in its interchangeable lens system, AI editing app polish, and community assets. The best choice depends on your use case and priorities.
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External Links & Sources
Product & Official Information
- DJI Avata 360 Official Press Release (PR TIMES)
- Antigravity A1 Official Site (Japanese)
- Antigravity A1 “Up to 20% Off” Japan Sale (PR TIMES)
Competition, Pricing & Product Comparisons
- Insta360 and DJI in “Close Combat” (36Kr, Chinese)
- DJI vs Insta360: The Troubles of Geniuses (36Kr, Chinese)
- Insta360 vs DJI Price War (36Kr, English)
- DJI Osmo 360 Launch Review (DPReview)
- DJI Avata 360 vs Antigravity A1 Comparison (T3)
- Avata 360 Won’t Be Sold in the U.S. (Gizmodo)
- China Drone Competition Heats Up (Nikkei)
Patent Litigation & Legal
- DJI vs Insta360 Patent War Details (DroneDJ)
- DJI Sues Insta360 as Rivalry Escalates (Caixin Global)
- Patent Ownership Becomes Focus of DJI-Insta360 Dispute (Cailian Press via Sina Finance, Chinese)
- Insta360 CEO JK Liu Full Rebuttal, Translated (thenewcamera)
- JK Liu Responds to DJI Lawsuit (Beijing News, Chinese)
- Insta360 Official Announcement on DJI Patent Dispute (Securities Times, Chinese)
- Insta360 Beat GoPro — Supplier Pressure & GoPro Litigation History (Chinesellers)