DJI Enters the 360-Degree Drone Arena, Igniting Fierce Competition and Patent Disputes
DJI, the undisputed global leader in drone manufacturing, has officially unveiled its first 360-degree camera drone, the DJI Avata 360. This strategic move directly confronts domestic rival Insta360 in a burgeoning market segment that has quickly become the focal point of an intensifying patent dispute between the two tech giants. The launch signifies DJI’s ambitious expansion beyond its traditional stronghold of aerial photography and videography, venturing into the realm of immersive, all-encompassing visual capture.
The DJI Avata 360 boasts an impressive front-mounted omnidirectional camera, engineered to capture high dynamic range (HDR) imagery at a remarkable 8K resolution and a fluid 60 frames per second. This advanced camera system promises unparalleled detail and clarity in its panoramic footage.
Visually, the new DJI drone shares a striking resemblance to its predecessor, the Avata 2, a first-person view (FPV) drone that debuted in 2024. Both models feature a quad-propeller design, indicating a shared design philosophy for their respective aerial platforms. Priced to compete, the Avata 360 starts at 4,388 yuan (approximately US$626), positioning it as a significant offering in the consumer and prosumer markets.
This latest product release arrives on the heels of a public revelation that DJI has initiated legal proceedings against Insta360. The lawsuit, filed in a Shenzhen court – the shared operational base for both companies in southern Guangdong province – encompasses six patents. These patents cover crucial technologies integral to drone operation, including sophisticated flight control systems, innovative structural designs, and advanced image processing capabilities.
In a swift and direct response to DJI’s legal action, Liu Jingkang, the founder and CEO of Insta360, stated that an internal review of the contested patents has been conducted. His assertion is that “the available evidence indicates that these are all ideas and innovations generated within Insta360.” This counters DJI’s claims and suggests that Insta360 views the patents in question as its own intellectual property.
The DJI Avata 360 is set to become the second drone of its kind to enter the global market. It follows the footsteps of the Antigravity A1, a full-view drone backed by Insta360, which was released last year. The Antigravity A1, with an initial recommended retail price of US$1,599, is currently available with a promotional 20% discount, a limited-time offer concluding on April 16th.
This dual-pronged approach, with each company venturing into the other’s established territory, highlights the dynamic and increasingly competitive nature of the drone and imaging industry. The Antigravity A1 was widely perceived as Insta360’s strategic maneuver to challenge DJI’s long-standing dominance in the consumer drone sector. Conversely, DJI’s forays into the 360-degree imaging market, with products like the Avata 360, are direct challenges to Insta360’s expertise in omnidirectional cameras, a segment for which the company is particularly renowned.
DJI, which holds the distinction of being the world’s largest drone manufacturer, made its initial entry into the 360-degree imaging market in July of the previous year with the launch of the Osmo 360. This was swiftly followed two months later by the introduction of the Osmo Nano, a compact camera that drew immediate comparisons to Insta360’s popular Go Ultra series.
Insta360’s CEO, Liu Jingkang, expressed his views on social media, specifically the microblogging platform Weibo. He noted that the Osmo 360 and Osmo Nano bore a strong resemblance to Insta360’s proprietary products. Liu indicated that this could have provided grounds for legal action on 11 patents, which pertain to hardware and structural features. However, he explained that Insta360 opted against pursuing litigation, citing the company’s status as a smaller entity with constrained resources. Liu emphasized that “as a smaller company with limited resources, [we] prioritise R&D over litigation,” a philosophy that prioritizes innovation and development over costly legal battles. This stance underscores the differing strategies and resource allocations between the two companies.
The unfolding situation between DJI and Insta360 is emblematic of the intense innovation and fierce competition characterizing the advanced imaging and drone technology sectors. As both companies continue to push the boundaries of what’s possible, consumers stand to benefit from a wider array of increasingly sophisticated products. However, the ongoing patent disputes also highlight the complex legal landscape that accompanies rapid technological advancement.
