Insta360 conquered 360 cameras — now it’s eyeing glasses

<figure> <img alt="" data-caption="" data-portal-copyright="" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/09/insta360-opening-store.jpg?quality=90&#038;strip=all&#038;crop=8.4,19.496649013451,85.6,80.503350986549" /> <figcaption> </figcaption> </figure> <p class="has-drop-cap wp-block-paragraph">It's right there in the name: "Insta360" makes 360-degree cameras, ones that film every angle simultaneously so you can <a href="https://www.theverge.com/report/758980/antigravity-a1-insta360-hands-on-preview">shoot first and frame later</a>. It didn't invent the idea, but Insta360 has become so synonymous with 360 cameras that it dominates the category with <a href="https://www.idc.com/resource-center/press-releases/%e6%9a%91%e4%bf%83%e5%b8%a6%e5%8a%a8%e4%ba%91%e5%8f%b0%e7%9b%b8%e6%9c%ba%e7%83%ad%e9%94%80%ef%bc%8c26q2%e5%85%a8%e7%90%83%e6%89%8b%e6%8c%81%e6%99%ba%e8%83%bd%e7%9b%b8%e6%9c%ba%e5%87%ba%e8%b4%a7/">73 percent of worldwide marketshare</a>. It's preparing to ship so many cameras, <a href="https://www.scmp.com/tech/tech-trends/article/3368101/chinas-gopro-rival-insta360-opens-first-us-flagship-store-new-yorks-times-square#:~:text=The%20company%20cited%20rising%20component%20costs%20as%20the%20primary%20culprit%2C%20as%20it%20spent%20nearly%202%20billion%20yuan%20(US%24298.4%20million)%20on%20%E2%80%9Cstrategic%20procurement%E2%80%9D%20of%20memory%20chips.">it just spent $298 million</a> - more than <a href="https://www.theverge.com/news/987494/gopro-starman-holding-merger-aquisition">GoPro's entire valuation</a> - on memory chips alone.</p> <p class="wp-block-paragraph">But as Insta360 sells its 10 millionth camera and <a href="https://www.prnewswire.com/news-releases/insta360-opens-first-flagship-store-outside-asia-in-new-yorks-times-square-amid-global-retail-expansion-302883843.html">opens its first flagship US store</a> in New York City's Times Square, it's thinking bigger than two hemispherical lenses on a stick. It's looking to challenge Canon, So …</p> <p><a href="https://www.theverge.com/tech/999489/insta360-smart-glasses-mirrorless-interview">Read the full story at The Verge.</a></p>