The 360° camera industry has long been on the verge of something revolutionary. Yet, persistent barriers like poor low-light performance, fragile lenses, and time-consuming editing have left creators frustrated and hindered their potential. But with the launch of Insta360 X5, the most advanced 360º action camera to date, those barriers have been shattered.
In this exclusive behind-the-scenes interview, Insta360 X Series Product Manager, Robin, reveals how, and why Insta360 X5 was re-engineered from the ground up to empower creators at every level. From reimagining the 360° experience to developing cutting-edge hardware, learn how Insta360's research and development team tackled real-world challenges to help creators capture, edit, and share immersive moments with ease.
Solving Industry Challenges: What Sets Insta360 X5 Apart
What was holding back the 360° camera industry before X5, and how did Insta360 tackle this?
The truth is, the 360° camera industry has been on the edge of a breakthrough for years, but we kept hearing the same three frustrations from our users again and again: poor image quality at night, the lenses break or are scratched too easily, and editing takes too long. And these weren't small complaints—they were reasons to not buy a 360º camera in the first place. So when we started developing Insta360 X5, our goal was to tackle those issues head-on and solve them for good.
We didn't just update X5, we reimagined the entire 360º experience, from shooting to editing to sharing. We delivered a massive leap in low-light performance, built a lens that's twice as durable as its predecessor, and introduced AI-powered tools that make editing as easy as tapping a button.
We weren't only trying to make a better camera: we wanted to make a camera that creators trust to capture any moment, no matter the light, the environment, or their experience level.
Tell us more about low-light shooting. Why was this such a focus for X5?
Low-light shooting has long been the Achilles heel of action and 360º cameras. You'd try to capture a magical night hike or a glowing skyline and end up with grainy footage that didn't do the moment justice. We wanted to completely fix that, so X5 was built with exceptional hardware and an all-new imaging system. Powered by dual 1/1.28" sensors, X5 is engineered for exceptional clarity and better low-light performance. Compared to the previous model X4, each pixel has a 132% larger photosensitive area, meaning X5 can capture more details in challenging lighting conditions.
A 360° camera uses two wide-angle lenses to capture every angle at the same time, and to process all that data, you need a serious amount of computing power. That's where X5's new Triple AI Chip system comes in, boosting overall performance by 140%. It works like a relay race: two Pro Imaging Chips handle the first stage of image processing, reducing noise and boosting brightness right from the source. Then, a dedicated 5nm AI Chip takes over, refining that data with deep-learning algorithms to enhance texture, detail, and color. Each chip has a specialized job, and together, they create visuals that are brighter, clearer, and more lifelike—especially in the dark.
And then there's PureVideo, our new low light shooting mode, built specifically for the demands of 360º shooting. We didn't just port over a low light mode from another camera—we built X5's PureVideo based on real feedback and footage from our previous models. It delivers richer textures, enhances clarity, and brings low-light moments to life in full 8K resolution.
X5 features Insta360's toughest-ever lenses. Why was lens durability a priority?
We've seen the same thing happen too many times: a camera takes a single fall, and the lens is scratched or broken. For 360º creators—especially those in action sports or remote environments—this isn't just inconvenient. It can ruin an entire shoot.
That's why lens durability was a non-negotiable for X5's design. We poured over years of user feedback: repair reports, comments on social media, product returns... lens damage came up again and again. We didn't want another quick-fix solution like a lens guard, we wanted to solve the root of the problem.
So, we strengthened the glass of the lens itself, testing over a dozen materials for strength, clarity, and optical performance. The X5 lens features an optical ultra-hard film and a reinforced, impact-resistant design to withstand real-world falls. We even made the lenses replaceable, so users can easily swap them out and get going again rather than waiting for a repair.
In total, we ran over 4,000 drop tests on 400+ units. The result is a lens 100% tougher than X4's, with no compromises on image quality.
Editing has traditionally been a barrier to 360° content creation. How does X5 lower that barrier?
We've always known that the magic of 360° footage is in the freedom to frame your shot after it's taken. But that freedom can come at a cost: time. For many users, editing 360º footage meant learning a whole new software suite. It was overwhelming. That's why along with X5, we made editing smarter, faster, and more intuitive than ever before.
At the center of this is InstaFrame Mode, our brand-new in-camera shooting mode. It records both a flat and a 360° video simultaneously. You can instantly share the flat video or reframe later for ultimate flexibility. Earlier this year, we also launched Insta360+, a cloud-based subscription service designed to simplify the entire 360º workflow. Insta360+ makes it easier to store, manage, back up, and even edit 360° content in the cloud, on any device, wherever creators may be.
We didn't just want to pack in more new features and add to the list of editing options, we reimagined the whole experience. With a redesigned mobile app and Insta360+, we've made 360° editing more intuitive, more accessible, and more powerful than ever, whether you're a first-timer or a seasoned pro.
User-Driven Innovation: Building the Camera People Need
How did you identify which problems to tackle with X5?
Our philosophy is to let the users lead. We're lucky to have millions of passionate 360° users worldwide, and their feedback isn't just a reference point—it's the foundation of our product development.
With X4, we set new standards for what consumer 360° cameras could achieve by introducing game-changing specs like 8K resolution and higher frame rates. So with X5, our focus shifted from chasing bigger specs to solving the real-world challenges our users were still facing with every model.
We went deep: analyzing reviews, combing through social media, gathering direct feedback from creators, and even tapping into insights from our suppliers. This helped us uncover pain points that raw data alone can't fully convey. In many ways, our millions of users were co-creators of X5.
But what made the difference is that we're not just listening from a distance—we're users ourselves. Many of us at Insta360 are skiers, hikers, vloggers, and creators too. We're out there actively exchanging insights with users and testing the cameras in real scenarios, which helped us identify and understand issues first-hand.
Were there any particular insights that inspired the direction of X5?
For X5, we conducted over 100 in-depth interviews with a wide range of users, from action sports athletes to travel vloggers and everyday hobbyists. These conversations gave us something data couldn't: emotional context.
We heard real-world stories like a hiker wanting to capture his early morning ascent in low light or a mom who loved recording 360° clips of her kids but dreaded spending hours editing. These stories helped us realize that solving technical challenges like low-light performance or streamlining our editing software could unlock emotional value for users.
How did Insta360 implement this feedback into the final product?
The main thing is we don't just collect feedback from behind a desk. Everyone working on this camera is out in the field—skiing, hiking, fishing—putting each prototype to the test in the same real-world conditions our users face. This helps us identify issues early on and feed those insights directly into its development.
One colleague even earned their ski instructor certification—not just out of personal passion, but to better understand the action sports community from within. We believe that to design for users, you have to be a user. That's how you build a camera.
All creators—whether they're athletes, travelers, or parents—face challenges shaped by their environment and habits. The only way to truly understand their needs is to immerse ourselves in that world. This mindset is what guides every Insta360 product, including X5.
As Insta360 X5 cements itself at the forefront of 360° innovation, it's clear that this is more than just an action camera—it's a game-changer for creators everywhere. By addressing long-standing industry challenges with innovative, user-driven solutions, Insta360 has raised the bar for what a 360° action camera can achieve. From superior low-light performance to rugged durability and intuitive editing, Insta360 X5 is designed to empower creators to capture every moment with ease. The future of cameras just got a whole lot brighter.
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