YouTubers arrived to demo the gear, while cyclists in bright yellow shirts rode through the crowd promoting the brand.
Insta360 expands U.S. presence with Times Square store
The Shenzhen-based firm launched its first U.S. flagship store, targeting creators, travelers and sports fans. “The U.S. is a super high potential market for us,” co-founder Max Richter told reporters at the opening. He said the United States contributes roughly 30% to 40% of the company’s revenue.
Richter added that the country’s outdoor-sports community and influencer economy align with the company’s product line. The event featured live demos of 360-degree cameras, handheld stabilizers, and the new Antigravity A1 drone.
DJI faces U.S. restrictions
In contrast, rival DJI has been labeled a national-security risk by the Department of Defense and is barred from selling new drones and cameras in the United States. The Federal Communications Commission placed DJI on a “Covered List” after the 2024 National Defense Authorization Act, effectively halting approvals for fresh products.
DJI, founded in 2006, dominates global civilian drone shipments and held 73% of handheld-camera shipments last year. Its existing devices remain available, but future sales are uncertain under the current ban.
Meanwhile, Insta360 announced a separate drone brand, Antigravity, slated for 2025. The company says the new line is incubated with third-party partners to keep its camera business insulated from potential drone restrictions.
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The FCC has blocked new foreign-made drones, but companies may obtain waivers by moving production to the United States. Antigravity secured FCC approval for its A1 drone just before the rule took effect, positioning the product for the consumer market.
Given the regulatory climate, the company’s ability to register fresh products could give it a foothold while competitors scramble for compliance pathways. If the waiver process proves smooth, Insta360 may capture users who can no longer access DJI’s latest releases.
Chief executive of Antigravity, Michael Shabun, said the A1 stores all U.S. user data locally and is limited to 50 grams of extra payload to deter non-leisure uses. “They’re built for fun; they’re built for content creation; they’re built for exploration,” he explained at the store opening.
Local buyers are already shifting brands. Lars Kappler, a real estate consultant in San Diego, has been using a DJI camera for a year. He said he recently bought three Insta360 cameras and a microphone for his social media content.
Antigravity disclosed plans to relocate its assembly lines from Asia to U.S. facilities within the next few years.
Market forces and competition
Back in China, a fierce price battle between DJI and Insta360 has intensified as memory-chip costs rise, squeezing profit margins for both players.
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In the first half of 2026, Insta360 reported a net-profit decline of ninety-four percent compared with the same period a year earlier, highlighting the financial pressure.
Meanwhile, GoPro, once the pioneer of action cameras, has been largely edged out of the handheld-camera segment, according to market observations.
DJI and Insta360 have also sued each other over intellectual property infringements.
Amid heightened scrutiny, the 2024 National Defense Authorization Act compelled the FCC to place DJI and Autel Robotics on a Covered List, barring new approvals for communications and video-surveillance gear.
Consequently, any fresh DJI offerings have remained unavailable since the FCC’s decision, while Insta360 continues to secure product registrations without such restrictions.