DJI Pocket 3 Sales Cross 10 Million, Spurring Race From Smartphone Rivals
A recent report has revealed that sales of DJI's popular handheld gimbal camera have surpassed 10 million units, prompting several major Chinese smartphone manufacturers to enter the burgeoning pocket camera market. The success of the device has significantly boosted DJI's revenue forecast for the year.
The details were disclosed in a report by Chinese technology news outlet Leiphone, published on August 26, 2025. The report cites sources within the supply chain and individuals close to the company.
SZ DJI Technology Co., Ltd. has sold over 10 million units of its Osmo Pocket 3 since its launch in late 2023. The device's sales far exceeded initial internal forecasts of 300,000 to 400,000 units, generating nearly 20 billion yuan (approximately US$2.8 billion) in revenue in 2024 alone. Driven by the Pocket 3 and other handheld products, DJI's revenue for 2025 is projected to reach between 85 billion and 90 billion yuan.
The commercial success of the Pocket 3 has attracted competition from the smartphone industry. Vivo has reportedly assigned a team of nearly 100 employees to a similar project, with a product launch expected in 2026. OPPO is also developing a competing device. Meanwhile, Xiaomi is said to be collaborating with Hohem Technology on a budget-friendly alternative. DJI's primary competitor in the camera space, Arashi Vision Inc., known as Insta360, has also reportedly restarted its own pocket camera development.
Despite the incoming competition, DJI is preparing to launch its next-generation Pocket 4 by the end of 2025. However, sources noted that significant technical improvements will be challenging, as the Pocket 3's design already pushes the limits of miniaturization, particularly in integrating a 1-inch sensor and managing heat dissipation. These technical hurdles, which DJI overcame by developing a custom motor for its lens system, have created a high barrier to entry.
The entry of well-resourced smartphone makers is poised to intensify competition in the pocket camera segment. However, DJI's established brand, technical lead, and optimized production may present a formidable challenge for new entrants aiming to differentiate their products on features or price.