{"id":3938,"date":"2026-05-28T03:28:11","date_gmt":"2026-05-28T02:28:11","guid":{"rendered":"https:\/\/gamingtodaynews.site\/index.php\/2026\/05\/28\/exclusive-were-not-going-to-compete-on-price-says-insta360-co-founder\/"},"modified":"2026-05-28T03:28:13","modified_gmt":"2026-05-28T02:28:13","slug":"exclusive-were-not-going-to-compete-on-price-says-insta360-co-founder","status":"publish","type":"post","link":"https:\/\/gamingtodaynews.site\/index.php\/2026\/05\/28\/exclusive-were-not-going-to-compete-on-price-says-insta360-co-founder\/","title":{"rendered":"Exclusive: 'We\u2019re not going to compete on price' says Insta360 co-founder\u2026"},"content":{"rendered":"
\n

Exclusive: ‘We\u2019re not going to compete on price’ says Insta360 co-founder\u2026 is attracting attention across the tech world. Analysts, enthusiasts, and industry observers are watching closely to see how this story develops.<\/p>\n

This update adds another signal to a fast-moving sector where product decisions, platform changes, and competition can quickly shape the market.<\/p>\n

We spoke exclusively with Insta360 co-founder Max Richter on everything from competing with DJI in new markets to its competitive advantages.<\/p>\n

When you purchase through links on our site, we may earn an affiliate commission. Here\u2019s how it works.<\/p>\n

Insta360 invited me to a hands-on event for its upcoming Luna Pro and Luna Ultra vlogging cameras, during which time I had the opportunity to test the dual-lens Ultra version and speak with the 360 camera manufacturer’s co-founder, Max Richter.<\/p>\n

I quizzed Max on everything from branching out into a new market dominated by DJI, to what Insta360’s competitive advantages are and how a surprising number of Insta360 fans are using their action cams for photography.<\/p>\n

There’s still a lot we don’t know about the Luna cameras ahead of their full unveil, and I’m restricted with what I can share because of a staggered embargo. Nonetheless, my conversation with Max shed a little light on where the innovative camera manufacturer is heading.<\/p>\n

Insta360 and DJI are launching new action cameras and compact video cameras at breakneck speed, seemingly leaving the likes of GoPro behind when it comes to innovation, even if GoPro recently announced its trio of Mission 1 cameras.<\/p>\n

The 360 camera space is very much dominated by Insta360, which commands almost 70% market share, despite DJI announcing its own Osmo 360, and GoPro, its Max 2.<\/p>\n

And the same can be said for DJI and compact vlogging cameras \u2014 its Pocket series has sold by the bucketload for years, the latest model being the Pocket 4, with no obvious competition. That was, until the Luna.<\/p>\n

I expect the vlogging camera market to be a tough nut to crack for Insta360, but I believe it has the necessary software to give it a go, and now, finally, the hardware with the new Luna Pro and Luna Ultra.<\/p>\n

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“Luna is a new space for us, because it’s going to be the first time and we actually have a real vlogging tool on the market,” Max tells me.<\/p>\n

\"\"<\/figure>\n

“It’s going to be seriously considered by prosumers or professional creators. This market category is quite big already, right? But we think there’s space that we bring some new things to it. A little bit of competition to it.<\/p>\n

“At the same time, though, what we’re not going to do is to compete on the price. It’s definitely gonna compete more on the on the product itself. It’s a higher-end solution. It’s not price competition, we really want to compete on the product.”<\/p>\n

And how will Insta360 compete on product? For one, the Luna seemingly matches the latest DJI Pocket cameras, at least where headline features are concerned.<\/p>\n

The single-lens Luna Pro rivals the Pocket 4, while the dual-lens Luna Ultra, which I am testing, squares up to the upcoming Pocket 4P.<\/p>\n

Like DJI, both Luna cameras utilize a 1-inch sensor and 10-bit video recording, while the Ultra features a second 3x camera, as the Pocket 4P will. All these cameras are supported with 3-axis gimbal stabilization, too.<\/p>\n

And while Insta360 is coming into this space years after DJI, it now has its five-star Mic Pro wireless mic to rival the DJI Mic 3. So far, the Shenzen-based pair looks evenly matched.<\/p>\n

Purely matching DJI while not competing on price is clearly not going to cut it, though, especially for an unproven first-generation product. That’s where the Luna’s neat modular screen gives it the hardware edge.<\/p>\n

I’ve tested the unique feature, and it is truly brilliant. The rotating touchscreen is part of a removable component which also includes the main camera controls; the zoom lever, gimbal joystick, and record button.<\/p>\n

You can use the screen to view and control the camera remotely, complete with subject tracking, giving the impression of having a cameraperson. What’s more, the unit is fitted with a microphone, meaning you can view, record, track subjects, and present to camera.<\/p>\n

That’s what ‘competing on product’ looks like, and this game-changing feature alone could be enough to tempt first-timers and DJI fans to switch.<\/p>\n

Insta360 is coming into the space fresh, but behind the scenes, it has long made cutting-edge software the foundation of its camera tech, which is crucial, especially in the 360 camera space.<\/p>\n

\u201cThe new generation of content creators want convenience, ease of use, simple sharing on TikTok, Instagram, and so on, and that\u2019s where Insta360 excels due to the software excellence,\u201d says Max.<\/p>\n

\"\"<\/figure>\n

“Software is the key reason why you choose our products. Not everybody has the time to go into the mobile app and edit their videos, reframe the moment \u2014 that\u2019s an extra step in the workflow that a lot of people are not willing to spend time on. We think AI will ultimately be a solution to that.<\/p>\n

\u201cThe software or AI can choose the best moment or the best shot, or even be trained to know what is your preference in terms of editing. It\u2019s getting better and better. I recently used it [Insta360’s app] for diving videos when I didn\u2019t have time to do a lot of reframing, but it perfectly got me the right frame on the sharks and turtles and on myself, that I couldn\u2019t have done better in this short amount of time.<\/p>\n

“On the hardware side, you\u2019re not able to iterate so fast, but on the software side, I think we can play out our advantage; we can move very fast.<\/p>\n

“To be honest, I see camera tech innovation going in this direction. looking ahead, it will be hard to differentiate yourself on the hardware side; you also need to invest in the software, because the software can also balance out a lot of the hardware deficiencies.”<\/p>\n

I’ve personally used Insta360’s app for videos shot with its 360 cameras, such as the X5, and can testify how much it simplifies the editing process. The same software is being used for the Luna vlogging cameras and might just take out pain points for editing vlogging content.<\/p>\n

Max talked up Insta360’s software credentials, but in a way, he’s also doing the Luna a disservice \u2014 my first impressions of the camera itself are very positive, and it’s great to see some competition for the DJI Pocket series.<\/p>\n

What is currently unknown is pricing \u2014 just how uncompetitive will the Luna be? We’ll find out soon enough.<\/p>\n

Follow TechRadar on Google News and add us as a preferred source to get our expert news, reviews, and opinion in your feeds.<\/p>\n

Tim joined the TechRadar team as Cameras Editor in 2023 and has enjoyed more than 15 years as a tech journalist specializing in camera gear. He’s previously worked at Amateur Photographer, for a photo accessory manufacturer and as a freelance photographer and video producer, with clients including Studio 44 and Canon. He also started a media team in Nairobi, Kenya, where he lived for a few years volunteering for a faith-based organisation. Tim is married, father of three children, and loves being active, primarily running since hanging up his football boots.<\/p>\n

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Why This Matters<\/h2>\n

This development may influence user expectations, future product strategy, and the competitive balance inside the broader technology industry.<\/p>\n

Companies in adjacent segments often react quickly to similar moves, which is why stories like this tend to matter beyond a single announcement.<\/p>\n

Looking Ahead<\/h2>\n

The full impact will become clearer over time, but the story already highlights how quickly the modern tech landscape can evolve.<\/p>\n

Observers will continue tracking the next steps and how they affect products, users, and the wider market.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Exclusive: ‘We\u2019re not going to compete on price’ says Insta360 co-founder\u2026 is attracting attention across the tech world.<\/p>\n","protected":false},"author":0,"featured_media":3939,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[190,1169,1230,1229,425],"class_list":["post-3938","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-games","tag-camera","tag-cameras","tag-insta360","tag-luna","tag-software"],"yoast_head":"\nExclusive: 'We\u2019re not going to compete on price' says Insta360 co-founder\u2026 - gamingtodaynews.site<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gamingtodaynews.site\/index.php\/2026\/05\/28\/exclusive-were-not-going-to-compete-on-price-says-insta360-co-founder\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exclusive: 'We\u2019re not going to compete on price' says Insta360 co-founder\u2026 - 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