Antigravity, Insta360‘s new drone brand, has officially come out of stealth mode this morning, teasing a new drone to be released in August. It plans to compete directly with DJI and other consumer drone producers, making a 360-degree camera drone that is for everyone, but focused on creativity and having fun.
Antigravity was incubated by Insta360, known for its dominance in the 360 camera space, and other third parties. The brand will extend Insta360’s 360 dominance to the sky with a 360-degree capture, sub-249 g, 8K drone, a first for the industry.
Antigravity even states its drone will have features to prevent misuse, making it a truly consumer product, with no fear of nefarious operations.
Marketing material for the drone points its focus towards creatives and enthusiasts, but emphasizes that this drone will be for anyone. Details and specs for the drone have yet to be announced and will come when Antigravity announces the drone in August.
“Today, most drones are tools. With Antigravity, we’re aiming higher,” BC Nie, Head of Marketing at Antigravity, said in a statement. “While others compete on specs, we’ve flipped the script, reimagining what a drone should be able to do. The result is something that empowers real emotion and enables experiences like freedom, creativity, and discovery for everyone.”
Antigravity’s announcement comes at an interesting time for drones; the rise of enterprise uses has seen other companies shift heavier in that direction. While anti-Chinese sentiment in Congress has made importing drones from the country increasingly difficult, how and if Antigravity has a fix for this problem is yet to be known.
However, the need for a proper DJI competitor is evident. Since Skydio shut down its consumer drone division, DJI has become the de facto monopoly on consumer drones, with most other brands like Autel and Potensic not able to even make dents in its market share.
Time will tell if Antigravity’s 360 drone will be intuitive and useful enough to start changing that.
DroneDJ’s Take
It’s not every day a new drone company is announced, something we’ve been calling to happen for a while now. While I haven’t had a chance to touch the upcoming drone, early testers have said nothing but positive things about it prior to its release.
Two big concerns I have with Antigravity’s new drone are the question of whether 360 video from a drone will be as useful as they believe it is and if its Chinese ties will stop it dead in its tracks before it can even get started.
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