# Insta360 Dominates 360 Cameras, Eyes Smart Glasses

- Topic: tech
- Source: [The Verge](https://www.theverge.com/tech/999489/insta360-smart-glasses-mirrorless-interview)
- Published: 2026-09-25
- Original: https://www.theverge.com/tech/999489/insta360-smart-glasses-mirrorless-interview
- Language: en
- Image: https://platform.theverge.com/wp-content/uploads/sites/2/2026/09/insta360-opening-store.jpg?quality=90&strip=all&crop=8.4,19.496649013451,85.6,80.503350986549

## At a glance

- Insta360 owns 73 % of worldwide 360‑camera sales, a share that dwarfs rivals like GoPro.
- The firm poured $298 million into memory chips, surpassing GoPro’s entire market valuation.
- Co‑founder Max Richter envisions Insta360 becoming a “top imaging camera company” by launching mirrorless bodies and smart glasses.
- Insta360’s smart‑glasses design will prioritize easy, high‑quality capture over AI features, aiming to avoid covert‑camera controversies.

## Sources

- [The Verge](https://www.theverge.com/tech/999489/insta360-smart-glasses-mirrorless-interview)

## The story

Insta360, a Chinese maker of 360‑degree cameras, now controls roughly 73 % of the global market, according to the Verge. The company has spent $298 million on memory chips, a sum that exceeds GoPro’s entire valuation, to support its rapid production. While celebrating the sale of its 10 millionth camera and opening a flagship Times Square store, Insta360 is looking beyond cameras. Co‑founder Max Richter said the firm wants to become a “top imaging camera company” and even a “tech company” by adding mirrorless bodies and smart glasses. The planned glasses would focus on convenient, high‑quality capture rather than AI assistants, sidestepping the “pervert glasses” issue that has plagued other wearable cameras. Insta360 already has two mirrorless models in development, with one described as “shape‑changing” by founder JK Liu. The brand also competes in drones, gimbals and action cameras, holding 43 % of the detachable action‑camera market and 17 % of non‑detachable GoPro‑style units. With DJI holding 73 % of the smart‑camera market, Insta360’s expansion could challenge traditional camera leaders like Canon and Sony.

> Summary by Daily Read Bytes. [Read the original source](https://www.theverge.com/tech/999489/insta360-smart-glasses-mirrorless-interview)