Chinese camera maker Insta360 is entering the competitive consumer drone market with a new brand called Antigravity.
Chinese camera maker Insta360 is entering the competitive consumer drone market with a new brand called Antigravity, set to unveil its first unmanned aerial vehicle in August.According to Antigravity, the new drone, which weighs less than 249 grams, is equipped with a built-in 8K 360-degree camera, a first for the drone industry.
Until now, users typically attach external 360-degree cameras to drones rather than rely on built-in systems.Insta360 launches new drone brand Antigravity’s official website, which went live Monday, claims the lightweight drone will offer real-time data transmission and in-flight camera control, allowing users to adjust shooting parameters during operation.After several years in development, the drone is aimed at both professional and beginner users. The company targets users frustrated with drones that “looked good on paper but felt lifeless in the air.”Antigravity, which is referred to as Yingling in Chinese, has not revealed its headquarters. However, the company confirmed it was incubated by Shenzhen-based Insta360 “in collaboration with third parties.” The drone has been developed by what Antigravity describes as a “global team of engineers, designers, and creators.”Public records show that Shenzhen Antigravity Technology, the brand’s main legal entity in China, is fully owned by Insta360. Jiang Wenjie, chairman of Insta360’s supervisory board, is listed as the legal representative. Shares of Insta360 rose 6.2% on Tuesday following the announcement. The company went public last month on Shanghai’s Star Market, a Nasdaq-style board focused on technology firms.The DJI competition Antigravity will face steep competition in a market dominated by another Chinese firm, DJI. The Shenzhen-based drone giant held an estimated 70% share of the global drone market in 2023, according to market research firm Berg Insight.In a twist of competition, DJI is set to launch its 360-degree camera this week, further encroaching on Insta360’s traditional stronghold in camera innovation. DJI teased an “all-in-one” product that is expected to be announced on Thursday.The timing of Insta360’s drone launch also aligns with broader efforts by the Chinese government to promote what it calls the “low-altitude economy.” This initiative supports both manned and unmanned aviation activity below 1,000 meters and is being positioned as a key growth industry.In December, China’s top economic planning agency established a new department to oversee and coordinate the development of this sector. Officials say the low-altitude economy has the potential to generate jobs, boost innovation, and support economic expansion.With Insta360 moving into aerial platforms and DJI expanding into camera technology, the battle between the two Shenzhen tech firms is set to intensify, both in the skies and on store shelves.Antigravity’s debut in August will mark the latest evolution in the rapidly changing consumer drone landscape, with users and industry watchers eager to see how the first built-in 8K 360-degree drone performs in real-world conditions.
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