The soon-to-be-released flagship dual-camera gimbal camera, Luna Ultra, from Insta360, has drawn considerable online criticism following the leak of its pricing. In response, Liu Jingkang, the founder and CEO of Insta360, clarified that the reported price is exclusive to the U.S. market, attributing the higher cost to increased overseas expenses. He also refuted earlier claims suggesting that domestic consumers were being subsidized by higher prices abroad, noting that Insta360 has consistently offered its products at lower prices domestically compared to international markets. By 2025, Insta360 anticipates that overseas revenue will become its primary source of income.

The Luna Ultra is set to launch on May 15 and made its initial appearance at a U.S. exhibition in April. Featuring outstanding specifications, it is designed for professional users and aims to compete with leading brands like DJI. At present, the demand for handheld imaging devices is on the rise, yet the market is becoming increasingly competitive. Insta360 aims to differentiate itself from low-price competitors with the Luna Ultra. Analysts have observed that while Insta360’s revenue has grown, its net profits have decreased. Therefore, the Luna Ultra must strike a balance between pricing, sales volume, and R&D costs to ensure profitability and market competitiveness.