Insta360 Dominates 360 Cameras and Sets Its Sights on Smart Glasses

Insta360 is all about 360-degree cameras, capturing every angle at once so you can shoot first and frame later. While it didn’t create the concept, the brand has become a powerhouse in the 360 camera space, holding a whopping 73 percent of the global market share. Recently, it invested $298 million in memory chips alone, a sum that surpasses GoPro’s entire valuation, as it gears up to ship its 10 millionth camera and opens its first flagship store in Times Square, New York.

But Insta360 isn’t stopping at just two lenses on a stick. The company aims to compete with giants like Canon, Sony, Nikon, and Fujifilm, aspiring to be a leading imaging tech company. Cofounder Max Richter shared that they’re even venturing into developing their own mirrorless cameras and smart glasses.

Insta360, also known as Shadow Stone or Arashi Vision in China, isn’t currently targeting Meta’s AI glasses or professional photographers wielding DSLRs. They’re not looking to replace the smartphone camera either. Richter explains, “We don’t try to fight against the rise of the smartphone in photography and content creation. We see an opportunity between smartphone users and professional cameras — a growing trend where people want to express themselves.”

If Insta360 were to launch smart glasses, Richter emphasizes that the focus wouldn’t be on competing with intelligent features but rather on enabling users to capture high-quality images conveniently. While this doesn’t completely avoid the “pervert glasses” issue, there’s potential for Insta360 to approach it differently, creating headgear that’s clearly a camera rather than something covert.

Though the ambitions for smart glasses haven’t been widely discussed, founder JK Liu has confirmed that two mirrorless cameras are in the works, with one featuring a design that’s “never been thought of before.” Richter notes that their mirrorless offerings would prioritize convenience and cater to a new generation of content creators, rather than replicating existing models.

If Insta360 expands into these new camera categories, it would just be the beginning. The company is already making strides in areas dominated by its Chinese competitor DJI, including drones, gimbals, and modular action cameras.

While Insta360 leads the 360-camera market with a 73 percent share, it holds a distant second place in other categories where DJI excels. IDC estimates that Insta360 commands 20 percent of the global handheld smart camera market, compared to DJI’s 73 percent. However, Insta360 is gaining ground: in Q2 2026, it captured 43 percent of the detachable action camera market and 17 percent of non-detachable action cameras, with its new Luna Ultra already snagging 6 percent of the gimbaled camera market.

GoPro, on the other hand, is trailing behind with just 3 percent of the smart camera market in Q2 2026, following a significant drop in shipments.

Insta360’s founders envision a future where their devices act as robot cameramen, equipped with AI to handle more of the capture, motion, and editing processes autonomously. The latest Insta360 X6 is a step toward this goal, featuring onboard AI that can automatically create highlight reels while charging and a revamped “InstaFrame” feature that tracks and frames selected subjects for video production.

Additionally, Insta360 is introducing a new feature for the X6 that allows users to create 3D Gaussian splats with a single tap in their smartphone app. While processing takes a couple of hours in the cloud, users will receive four free splats each month, and early results have been promising.

However, it remains uncertain whether the U.S. market will embrace Insta360 as enthusiastically as the company has embraced it. While major retailers stock their products, this could change if the U.S. government enacts a foreign camera ban or classifies Insta360 as a drone company like DJI, potentially impacting their camera sales.

In anticipation of regulatory changes, Insta360 has distanced itself from its drone brand, Antigravity, which may face challenges shipping future drones to the U.S. Richter clarifies that Insta360 is not currently focused on drones, suggesting inquiries be directed to Antigravity’s CEO.

Despite the uncertainties, Richter expresses confidence in continuing to deliver cameras globally, assuring that Insta360 will comply with local laws while acknowledging that some factors are beyond their control. When asked about the possibility of manufacturing products in the U.S. as a hedge against future risks, he mentioned that while it could be considered, there are no immediate plans. He reiterated that the U.S. is a crucial market for Insta360, and they intend to remain a key player in the long run.