Why Hohem built Eyepic, a camera that comes apart

Hohem’s Eyepic challenges market leaders DJI and Insta360, which together hold nearly 90% of handheld smart camera shipments. Hohem is not competing on raw specifications, but on versatility and ease of use. Its detachable design aims to simplify the user experience, addressing a gap where specialized cameras create complexity for everyday users. This strategy targets the growing segment of vloggers and daily recorders, rather than extreme sports enthusiasts.

The move into cameras is a logical extension for Hohem, a company with 12 years in gimbal technology and a strong base of five million stabilizer users. Its success will depend on whether consumers value a simplified, adaptable device over the high-performance specialization offered by DJI’s Pocket series and Insta360’s X and Go series. The focus on uncropped vertical 4K recording and simplified editing templates shows a clear aim at the social media generation in Asia.

The thing to watch is whether Hohem can convert its stabilizer market share into camera sales, particularly against DJI’s cumulative Pocket 3 sales exceeding ten million units. Hohem’s emphasis on user interface simplicity and a two-in-one design will test whether ease of use can truly differentiate a product in a hardware-driven market. This approach could open a new growth path for imaging companies in Asia.