On June 15, DJI officially released the Osmo Pocket 4P.

This new product, defined as a 'dual-primary camera pocket cinema camera,' is priced at 3799 RMB for the standard kit and 4299 RMB for the Vlog kit, with official sales starting on June 23.

If we only look at the specifications, the Pocket 4P seems like a logical high-end upgrade: a 1-inch wide-angle primary camera, a 60mm telephoto lens, 17 stops of dynamic range, D-Log 2 color mode, and up to 4K/240fps slow-motion shooting.

Compared to its predecessor, it addresses shortcomings in focal length, dynamic range, and professional post-production flexibility, bringing pocket gimbal cameras closer to lightweight commercial creative tools.

However, the real focus of this new product is not its specifications but its price.

Five days ago, Insta360 took the lead by releasing the Luna Ultra, highlighting features such as dual cameras co-developed with Leica, 8K video, and a detachable screen. The official standard kit was originally priced at 4705 RMB, with a limited-time launch price of 3999 RMB.

Subsequently, DJI priced the Pocket 4P standard kit at 3799 RMB, almost matching the launch price of Insta360's Luna Ultra.

Prior to the release, most industry analysts predicted that, based on the dual-camera hardware upgrade and pricing gaps from previous models, the starting price of DJI's Pocket 4P standard kit would range between 4399 RMB and 4999 RMB.

This is not just a simple product pricing; it is a clear defensive move within a specific price band.

In the past, the Pocket series iterated within a niche segment defined by DJI itself, without needing to consider similar competitors excessively, as users almost naturally associated pocket gimbal cameras with DJI.

However, the entry of Insta360's Luna Ultra has changed this dynamic. Insta360's move into the high-end market with Leica, 8K, a detachable screen, and AI shooting capabilities signifies the first true head-to-head competition in the portable imaging sector.

DJI is undoubtedly unwilling to cede the high-end price band and new product category leadership.

If Insta360 is allowed to establish market recognition with tags like higher configuration and stronger imaging capabilities, along with a more aggressive product form, users' imaginations of the 'next-generation gimbal camera' will no longer be solely defined by DJI. The core mission of the Pocket 4P is not just to meet the upgrade needs of existing users but also to push back the high-end product price anchor set by Insta360 to a range familiar to DJI.

3799 RMB is an aggressive price point.

It is higher than the mass entry-level market yet does not significantly exceed the psychological threshold of ordinary creators. For consumers, this represents a price drop for a high-configuration product; for Insta360, it means its differentiated selling points must withstand more direct cost-effectiveness comparisons; for DJI, this is a defensive counterattack that exchanges profit margins for market initiative.

DJI's confidence in pricing comes from the success of its previous hit products.

Public reports indicate that since its launch, the Pocket 3 has sold over 10 million units, driving DJI to open up a new 10 billion RMB market in handheld imaging devices. This figure demonstrates that pocket gimbal cameras are gradually becoming common equipment in short video production, travel documentation, live streaming, cultural tourism exploration, and personal IP creation.

It fills the gap between smartphones and professional videography equipment (Note: ' videography equipment' is translated as 'imaging equipment' for clarity and context). The success of the Pocket series lies in combining 'more professional video capabilities' with 'lower usage barriers.'

The Pocket series is not just selling a camera but a low-barrier content production system. For most short video creators, the ability to produce content quickly, stably, and cost-effectively is often more important than a single specification.

This is also DJI's true competitive moat, where Insta360's challenge lies.

The Luna Ultra is not merely imitating DJI; its device configuration and product narrative offer clear differentiation. For users who are willing to try new things and value image quality tags and social sharing attributes, the selling points of the Luna Ultra are attractive enough.

Insta360 aims to compete not just for DJI's existing users but also for the future definition rights of portable imaging devices.

Therefore, DJI must pull the competition back into a framework where it excels: stability, maturity, usability, and acceptable pricing. The Pocket 4P's strategy is to find a balance between high-end and mass-market appeal, hoping to maintain the Pocket series' market perception as a 'creator's standard.'

IDC data shows that by 2025, global shipments of handheld smart cameras will reach 16.65 million units, representing an 83% year-over-year increase. In the overall market, including action cameras, 360-degree cameras, and gimbal cameras, DJI ranks first with approximately 10.4 million units shipped and a 62.4% market share, while Insta360 ranks second with approximately 3.4 million units and a 20.4% share.

This data indicates that DJI still holds a scale advantage in portable imaging hardware, but Insta360 has become one of the most important challengers.

The emergence of Insta360's Luna Ultra seeks breakthroughs in product form, price range, and niche scenarios.

Insta360 is on the offensive, while DJI is on the defensive, significantly accelerating the pace of industry competition.

Under normal circumstances, for a category still experiencing rapid growth, leading enterprises often enjoy a prolonged period of premium pricing.

However, the 3799 RMB pricing of the Pocket 4P means that price suppression has already emerged in the high-end gimbal camera market just as it enters a phase of multi-player competition. This is good news for consumers but not necessarily easy for companies.

Because configuration upgrades do not come free.

Dual-camera systems, 1-inch sensors, mechanical gimbals, professional color grading, AI tracking, wireless audio reception, and accessory ecosystems all imply higher R&D and manufacturing costs.

At the same time, gimbal cameras are not yet an absolute necessity. As production tools and discretionary consumer products, it is not easy for manufacturers to pass on costs through continuous price hikes.

This will also lead the industry into a contradictory state: while shipment volumes grow rapidly, profit margins may not improve synchronization (Note: ' synchronization ' is translated as 'in tandem' for clarity and context).

DJI's advantage lies in its supply chain bargaining power, module reuse, and accessory ecosystem brought about by its 10 million-unit hit product, which can dilute costs and enable proactive offensives in key price bands. However, as competition intensifies, DJI still needs to continuously invest in new product R&D, channel marketing, content promotion, and overseas patent protection.

Insta360 also needs to invest more to prove that it is not just a 'DJI alternative' but a new choice.

The more intense the competition, the easier it is for the industry to shift from 'selling innovation' to 'competing on efficiency.'

In the short term, handheld smart cameras remain one of the few high-growth segments in consumer electronics. Demand for short videos, live streaming, cultural tourism exploration, overseas creators, personal IPs, and small-scale commercial shoots continues to expand, leaving room for growth in portable imaging devices.

However, in the medium to long term, the risks are clear.

As Insta360, smartphone manufacturers, and more consumer electronics brands enter the market, industry competition will shift from specification upgrades to a comprehensive competition in pricing, channels, ecosystems, and software capabilities. Gimbal cameras may well follow the path of many consumer electronics categories, where market education and awareness-building are led by the market leader, followed by later entrants pushing configurations higher, and finally, profit margins being continuously compressed in price competition.

For DJI, the real challenge is not whether it can create the next hit product but whether it can establish a more complete business ecosystem beyond hardware.

In the future, the imagination space for the Pocket series lies not just in the camera itself but also in accessories, audio reception, filters, templates, editing software, cloud services, and content production tools. Hardware establishes the entry point, while software and accessories enhance user lifetime value.

The entry of Insta360's Luna Ultra also means that this market is no longer solely defined by DJI.

The track (Note: ' track ' is translated as 'segment' for clarity and context) that DJI itself nurtured is becoming a battlefield that everyone wants to enter.

For DJI, the 3799 RMB Pocket 4P is both an offensive move and a warning: the good times for portable imaging are still here, but the era of easy profits may not last much longer.