Will there be a DJI Osmo Action 2? Here’s why I think it’s unlikely despite many Youtube videos and articles claiming to have inside information that there will be a DJI Osmo Action 2. UPDATE: I was wrong — it’s real!
DJI released Osmo Action action cam in 2019, and it had what was one of the first front-facing LCDs in action cams. I loved that front screen and I also liked its image quality. The Osmo Action was the non-360 action cam I used the most until the Hero 9 came out, which also had a front LCD but had a higher resolution of 5.3k.
Since then, many people have been waiting for DJI to release a successor to the Osmo Action 2, presumably with higher resolution and/or higher frame rate, or maybe even a larger sensor. I often get asked by readers and viewers if I have heard anything about an Osmo Action 2.
If you do a quick Google search on Osmo Action 2, you’ll find many rumors of an Osmo Action 2 with supposed spy photos and leaks. But I haven’t seen anything convincing yet, and I think it’s unlikely that there will ever be an Osmo Action 2. Here’s why.
As you know, DJI has many product lines such as drones, gimbals, and cameras. The one thing common with all these products is that DJI strives to have the best product in its category and — here’s the key — they’re always priced at a premium over their competitors. They never attempt to have the low-cost model of anything.
When Osmo Action launched, it was priced at $349, about the same as the GoPro Hero 8. But over time, its price has declined. Since November 2020, it has been priced at $199, even though the Hero 8 is still being sold at around $289 today. Even the ancient Hero 7 is still sold at around $249.
While other DJI products have above average prices in their respective categories, Osmo Action is a bargain-priced action cam, at almost half of its original price just a little over 2 years after launch, and costing far less than similar GoPros.
Sometimes, companies discount their products deeply to clear inventory for a new model. But Osmo Action has been at the $199 price for more than a third of its life span so far, which seems to suggest that this is the equilibrium price for Osmo Action.
If the only way to sell Osmo Action is to price it as a bargain, DJI has little or no incentive to create an Osmo Action 2. Even if it has the technical capability to produce a capable action cam, it just would not be sufficiently profitable and would just divert resources from other more profitable product lines.
So, not too surprisingly, it’s been more than 2 years since Osmo Action has been released, with still no successor, in an industry where GoPro releases a new camera every year. Meanwhile, even the DJI Robomaster educational robot, which is a niche product, already has a new model after just one year (and the original is still selling at its launch price). Although Robomaster has a much smaller market, it has a higher profit margin.
I suppose it is still possible for DJI to create an action cam that has high-end features (and a suitably high margin), such as a large 1-inch sensor or 10-bit video, but from a marketing perspective, it would make more sense for DJI to create a new brand for it rather than saddle it with Osmo Action’s current reputation as a bargain action cam.