DJI, the world’s largest drone maker, has launched its first 360-degree drone, the DJI Avata 360, directly challenging domestic rival Insta360 in a market segment now central to an escalating patent war. This new product marks a significant expansion for the company beyond traditional aerial photography.
The Avata 360 features a front-mounted omnidirectional camera capable of capturing high dynamic range (HDR) images at 8K resolution and 60 frames per second. The drone, with prices starting at 4,388 yuan (US$626), has four propellers, giving it a look similar to DJI’s Avata 2.
The Avata 2 is a first-person view drone which was launched in 2024. Official photos show the resemblance.
The launch follows the public revelation that DJI filed a lawsuit against Insta360 with a court in Shenzhen, Guangdong province, where both companies are based. The legal complaint cites six patents covering critical technologies, including drone flight control, structural design, and image processing.
Insta360 founder and Chief Executive Officer Liu Jingkang responded, stating that an internal review of the patents indicated, "the available evidence indicates that these are all ideas and innovations generated within Insta360."
The Avata 360 is set to become the world’s second drone of its type. The first was the A1 full-view drone from Insta360-backed brand Antigravity, which was released last year.
The A1, with a recommended price of US$1,599, is currently on sale with a 20 per cent discount under a limited-time offer that ends on April 16. The two organisations have been expanding into each other’s market segments.
The A1 drone was viewed as Insta360’s challenge to DJI’s dominance in consumer drones. Conversely, DJI has launched several cameras that challenge Insta360, an organisation best known for its omnidirectional cameras.
Last July, DJI released the Osmo 360, its first entry in the 360-degree imaging market. Two months later, it rolled out the Osmo Nano, a small camera widely compared to Insta360’s Go Ultra.
Mr. Liu stated on the microblogging site Weibo that the Osmo 360 and Osmo Nano resembled his company’s own products. He suggested this could have justified legal action on 11 patents covering hardware and structural features.
However, Mr. Liu noted Insta360 did not take legal action because, "as a smaller company with limited resources, [we] prioritise R&D over litigation."
DJI launched the Avata 360, its first 360-degree drone, directly challenging Insta360.
The Avata 360 features an 8K resolution, 60 frames per second omnidirectional camera; prices begin at 4,388 yuan (US$626).
DJI has filed a lawsuit against Insta360 in Shenzhen, alleging infringement on six patents related to drone technology.
Source: SCMP
