Summary of Key Points
The DJI Pocket series of gimbal cameras has risen in popularity due to the demand for Vlogging, becoming a "miracle tool" for ordinary people to create videos. Smartphone manufacturers (such as vivo, OPPO, Xiaomi) and professional imaging brands (like Roidstone, Canon) have entered this high-growth, high-profit market in an attempt to challenge DJI's dominant position. Although each party has its own advantages, they also face challenges such as DJI's technical barriers and user habits. This has sparked a debate about whether the "next generation of portable imaging devices" will be independent gimbal cameras or integrated functions within smartphones.
Why the DJI Pocket is a Favorite among Vloggers?
What troubles ordinary people the most when trying to make videos? Unstable footage from smartphones and nervousness when filming, as well as the complexity of using DSLR cameras. The DJI Pocket solves these issues:
- Lightweight and Intelligent Tracking: Wu Yijie, a girl from Shenzhen, found that her friend's Pocket3 was lighter than her smartphone and could automatically track the subject, keeping the image stable in the center even while walking, resulting in more natural footage (as smartphones tend to make the subjects look stiff when filmed up close).
- Easy to Use: Media professional "Jiahe" used the Pocket2 to shoot a documentary. She didn't need tracks or three-axis equipment for motion stabilization; with just an extension rod, she was able to film at the bottom of a well. The footage, which took over 20 hours to produce, could be edited into a finished video with just one click, allowing even beginners to create high-quality content quickly.
- Wide Range of Applications: For variety shows, there's no need to carry heavy equipment when following celebrities. In romantic reality shows, fixed camera positions can replace traditional cameras (except for close-ups that require telephoto lenses), meeting most non-professional filming needs.
Why are Smartphone Manufacturers Entering the Gimbal Camera Market?
The smartphone market is becoming less competitive (with shipments expected to decline by 13.9% in 2026), while the gimbal camera market represents a fast-growing "new blue ocean":
- Market Opportunities and High Profits: For every additional 100 million short-video users, gimbal camera shipments increase by 5.06 million units. The gross profit margin for gimbal cameras can reach around 50%, which is five times that of smartphone hardware (around 10%). It's like selling one gimbal camera and earning the same profit as five smartphones!
- Existing Advantages: Smartphone manufacturers are already focused on imaging features such as portrait mode, image stabilization, and AI algorithms, so these can be easily reused. They also share supply chains (optical modules, chips) with their smartphone production, reducing development costs. With a large number of physical stores (for example, vivo has over 300,000 stores), they have a wider reach in the market compared to DJI (with fewer than a thousand stores), making after-sales service more convenient.
- Rapid Action: Vivo has assembled a team of nearly 100 people to develop gimbal cameras, with mass production starting in October. OPPO has launched the "Fuyao" project, and its products will be available in the fourth quarter. Xiaomi is collaborating with Haohan on mid-to-low-end "pocket cameras," while Honor has even incorporated gimbal technology into its smartphones (the Robot Phone was released in the third quarter).
Challenges for Smartphone Manufacturers to Challenge DJI
DJI's dominant position is not easy to overcome:
- High Technical Barriers: The Pocket series uses sensors customized by Sony, with lenses designed and modules encapsulated by DJI itself, creating a closed loop from hardware to software that makes it difficult for others to imitate. A smartphone manufacturer calculated that the price of a similar product using the same one-inch sensor would be higher than DJI's, and if they didn't use DJI's components, the performance would fall short.
- Price Disadvantage: A used Pocket3 costs only 1,700 yuan, and renting one for a day costs just 20 yuan. Users may think there's no need to buy a new one. As Jiahe said, "If you really need it, just rent one; it's not a necessity."
- User Habits: Creators like Wu Yijie, who are accustomed to using the Pocket, find it hard to switch to other brands.
Who Else is Competing in this Market?
Professional imaging brands are also entering the competition:
- Roidstone: Launched the Luna gimbal camera in June, featuring a modular design with dual cameras, Leica imaging technology, and a detachable screen, targeting the high-end market to avoid direct competition.
- Canon: Revealed a patent for a foldable three-axis gimbal this year, aiming to gain a share of the market.
IDC data shows that global shipments of handheld smart cameras are expected to increase by 83% in 2025, with DJI holding 62% of the market. However, the market may shift from a dominant position to a multi-player landscape, giving consumers more choices.
What Will Be the Next Generation of Portable Imaging Devices?
The main question is whether independent gimbal cameras will be integrated into smartphones:
- Opponents of Integration: Jiahe believes that smartphones are limited by their thickness, and improvements in sensors and aperture have reached their limits, making it impossible to achieve professional-level image quality. Wu Yijie thinks that unless there's a significant leap in image quality, users won't switch from gimbal cameras to smartphones.
- Supporters of Integration: Jixi believes that independent gimbal cameras may eventually be phased out by smartphones, as they are the most commonly carried devices. Honor and OPPO have already started integrating gimbal functions into their phones, and Honor even released a Robot Phone with built-in gimbal technology in the third quarter.
- Uncertain View: Brands like Roidstone and Canon are taking differentiated approaches, while DJI has a large user base and a vast market. However, history shows that even leaders can be surpassed by new technologies (for example, GoPro is now facing competition). Ultimately, it will depend on which company truly understands user needs.
In summary, the gimbal camera market is moving from a DJI-dominated scenario to one with multiple competitors. But who will define the next generation of portable imaging devices depends on whether the products can truly solve users' problems—after all, what ordinary people want are devices that are "user-friendly, convenient, and produce high-quality footage."