Insta360 pushes affordable 8K 360 camera amid market price competition

Insta360 has introduced the X4 Air, a lightweight 165‑gram 8K 30 fps 360‑degree action camera priced at £389 for the starter bundle. The camera offers replaceable lenses, waterproof construction, long battery life and the brand’s signature invisible selfie‑stick effect, positioning it as a more accessible option for travellers, athletes and everyday users.

At the same time, CEO Liu Jingkang of Chinese imaging company 影石 said the firm will “re‑define” sport and panoramic cameras, emphasizing long‑term R&D and customer insight over short‑term price wars. He noted that the domestic smart‑imaging market is dominated by DJI and 影石, and warned that price competition alone cannot sustain profitability. Liu also hinted at upcoming products while users speculated about unreleased Insta360 models such as the X6 and Ace Pro 3.