Oppo and Vivo are also reportedly developing their own Pocket-style handheld gimbal cameras, with launches expected before the end of this year, according to China Star Market.
The report said both companies aim to leverage their strengths in imaging algorithms, AI features, and ecosystem integration to enter the lightweight video creation market and further expand their mobile imaging product portfolios.
Details: Currently, the handheld smart imaging device market is mainly divided into action cameras and 360-degree cameras, with GoPro, Insta360, and DJI emerging as the three major players.
- In the action camera segment, GoPro and DJI hold strong positions in the mid- to high-end market, while the entry-level segment is crowded with white-label manufacturers. In the 360-degree camera market, Insta360 remains the dominant player.
- Vivo initiated a Vlog camera project in late 2025, with the product positioned to compete directly with DJI’s Pocket series. The company has reportedly assembled a team of nearly 100 people for the project. “We aim to launch a product featuring a completely new design approach before the end of the year,” said Vivo President Hu Baishan previously.
- Vivo has also recently started recruiting users to test its first gimbal camera. Priority will be given to users with prior experience using gimbal-related products. The hands-on sessions will begin on May 22 at Vivo’s headquarters in Bao’an, Shenzhen.
- Oppo is also developing its own gimbal camera project, codenamed Fuyao, which is expected to see a commercial launch before the end of 2026.
- “From a supply chain perspective, vendors such as Vivo are still operating on a different scale from DJI and Insta360,” said Xue Miao, Research Manager at IDC China. “However, the arrival of new entrants could diversify pricing and product offerings, giving consumers more choices while helping accelerate the market’s overall growth.”
Context: The push by smartphone brands into the gimbal camera category reflects the rapid growth of short-form video and vlog content, which is driving demand for more portable and creator-focused imaging devices. Smartphone makers already have strong foundations in mobile photography and video, backed by mature software ecosystems and massive user bases.
- Companies entering the segment face technical hurdles in areas such as stabilization, motion tracking, imaging algorithms, and video quality optimization — fields where established players such as DJI have spent years building expertise. Patent and intellectual property risks are also expected to become an increasingly important challenge as competition intensifies.
- Consulting firm Frost & Sullivan projects that the global handheld smart imaging device market will grow at a compound annual growth rate (CAGR) of 15.9% from 2020 to 2030. By 2030, the market is expected to reach RMB 79.93 billion ($11.3 billion).
