Ease of use is clearly going to be a major marketing point of this first Antigravity drone, with the release going on to mention intuitive, family-friendly operation aimed at people who don’t have time to learn “complex flight controls and aerial content creation”. And that focus on simplicity and ease of use is hugely exciting to me.

Antigravity is Insta360’s bold new drone project: Incubated by Insta360, Antigravity is launching as an independent brand with a mission to redefine flight – not just the specs, but how it feels to fly.

Insta360 and DJI are entering each other's worlds this week, with Insta360 today unveiling Antigravity – a 360-degree drone years in the making – and DJI set to launch its first 360 camera on July 31. Pass me the popcorn.

Antigravity enters a challenging market dominated by Chinese company DJI, which held an estimated 70 per cent of the global market last year, according to market research firm Berg Insight. DJI is also expanding into Insta360’s territory with the coming launch of a 360-degree camera on Thursday, teasing an “all-in-one” product.

Insta360 has launched a new consumer drone brand. Antigravity is designed to capture the creator market with 360 degree video capture.