As the world continues to embrace drone technologies, one manufacturer stands out among the competition, Da-Jiang Innovations, better known as DJI. The company was founded in 2006 by Frank Wang, who started it from his dorm room at the Hong Kong University of Science and Technology. After a rocky start, Wang found his footing by 2010 and began marketing drones to the hobbyist industry outside of China. Following the establishment of DJI North America, a subsidiary of DJI, Wang embraced mass drone production and sales. With the release of the DJI Phantom in 2013, an easy-to-use, high-quality drone, the company was on its way to becoming a household name. Today, DJI is the largest drone manufacturer in the world, commanding 90% of the industry.

The company has faced its share of controversies, including everything from employee fraud to questions about security. However, these issues have had little impact on DJI’s continued forward momentum and wide range of drone models. In the United States alone, DJI represents 77% of all drones used commercially and recreationally. These drones are hugely popular with law enforcement and emergency services, scientific research, Hollywood productions, real estate, and much more. With superior camera capabilities, ease of use, and budget-friendly options, it’s no surprise why DJI drones are in such high demand.

With the rise in popularity of drones as vlogging tools, the company released the DJI Neo in September 2024 as a “personal, lightweight, and compact aerial videographer for taking cinematic footage of day-to-day adventures or having fun with friends,” DJI stated in a press release. “Weighing less than 5 ounces (135g), Neo can take off and land from the palm of the hand. It can be flown indoors or outside for a flight time of up to 18 minutes and takes 4K ultra-stabilized videos via QuickShots. The propellers are fully enclosed to ensure the safety of users and their surroundings.” Though the Neo saw some success, especially with a starting price of less than $200, DJI was determined to do better and dominate the drone-for-vlogging market.

On January 14, 2025, the company announced its latest project: the DJI Flip. As explained on the company website, “DJI Flip features a stunning compact design with exceptional imaging capabilities. It supports palm takeoff without a remote controller, allowing you to capture moments on the go easier than ever before. Additionally, the AI Subject Tracking feature ensures the main subject stays perfectly framed, so you can set up captivating shots with ease. The innovative design of the Foldable Full-Coverage Propeller Guard seamlessly merges lightweight construction with optimal safety. Whether capturing distant landscapes or close-up portraits, DJI Flip brings visual beauty into every frame.” Poised to directly compete with products like the Hover Air pocket-sized vlogging drone, the Flip offers much more than other similar options.

It is still small and compact, weighing less than 249g, making it exempt from needing to be registered or flown with a license. Yet, it is heftier than other micro drones, which enables it to fly with more stability, thus allowing the high-resolution camera to capture clearer images. The drone’s 4 rotors are completely encased by a circular frame. If the drone were to collide with anything, the placement of the rotors and their encasement protect property, people, and the onboard camera. When not in use, the rotors fold together for easy transport. With starting prices around $500, DJI does not intend for the Flip to replace any of its other models, but rather to open up a new category of drone use.

As DJI continues to innovate and push the boundaries of drone technology, it’s clear that the company is not only shaping the future of aerial photography and videography but also revolutionizing how we experience and capture the world around us. With the introduction of the DJI Flip, which will be available in late 2025, DJI is once again demonstrating its commitment to enhancing the user experience, offering cutting-edge features in a compact and accessible design.

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