Insta360 has launched the X6, a new flagship 360-degree camera priced at $699.99 for the standard bundle in the U.S. and $769.99 for the Essentials bundle, while the mainland China version starts at 3,999 yuan. The device records 8K 360-degree video at up to 50 frames per second, captures 120-megapixel panoramic stills, supports single-lens flat video at up to 4K/120fps, and uses two co-engineered 1/1.1-inch square Sony sensors that Insta360 says increase effective sensor area by 33% and per-pixel light intake by 300%, alongside up to 140 minutes of continuous 8K recording at 30 fps. It also adds a redesigned shorter and wider body, a 2.32-inch OLED screen, a rear Quick Switch button, 47GB of built-in storage, 10-bit i-Log and Dolby Vision. Beyond hardware, the X6 centers on automation through Gimbal Mode 2.0, expanded subject tracking, PanoMind, natural-language editing via Moments Pro, 3D Time Capsule and spatial reconstruction, with cloud integration through Insta360 Plus for backups and AI-powered clip generation. Insta360 also offers AI cloud editing at 6 yuan per clip, and founder Liu Jingkang said hundreds of thousands of clips were processed during a two-month beta test. Liu took a pragmatic line on AI, arguing the goal is to expand the share of experiences that are actually useful rather than merely looking smart, and said recording meaningful moments itself will not be replaced by AI. The launch comes as competition in 360 cameras intensifies. Liu said DJI's push into the category in the second half of 2025 ended Insta360's long period of dominance and created a two-horse race, while GoPro's Max 2 is competing at a lower price point. He said he strongly opposes destructive price wars and that Insta360 must win on product value instead. Engadget said the X6's image quality is notably improved over the X5 and beat the GoPro Max 2 in its comparison tests, though stitching artifacts remain a limitation when subjects fall into lens overlap zones. Liu said consumer electronics has no permanent moat and that the strongest barrier is customer habit, with the next battle centered on who can identify unmet needs early, deploy technology faster and productize more quickly. The company is betting that faster editing, premium specifications and ecosystem integration will justify the higher price as it marks 10 years in panoramic imaging and reports 74.76% 2025 sales growth.