DJI ‘clones’ curiously emerge as China tech giant battles US scrutiny

DJI, a dominant force in the global drone and camera-stabiliser markets that has come under siege from fierce competition and a protracted trade war, is navigating an unprecedented situation: as it grapples with expanded US tariffs and tightened scrutiny, products bearing striking resemblances to its own designs are emerging in the market under other brands.

The next “clone” may be a wearable action camera – the Xtra ATTO – which is expected to enter the US market in the first half of the year. It bears a design pattern that mirrors DJI’s Osmo Nano portable camera, with overlapping specifications, according to leaked images and information obtained by thenewcamera.com, a blog focusing on the camera and camcorder industries.

The potential launch has fuelled market speculation that DJI has been exploring new ways to keep its devices on American shelves amid China’s costly trade war with the United States.

The Xtra ATTO surfaced months after other devices from the company, including the Xtra Sphra Muse and Xtra Edge, were said to resemble DJI’s popular Osmo Pocket and Osmo Action cameras, according to an October report by The Verge, an American tech news outlet.

Teardowns of the Xtra devices found that they used some of the same components and chips as DJI products, while an analysis of apps accompanying Xtra devices also found traces of DJI codes but with “DJI” removed, The Verge reported.

Xtra’s official website has described itself as a “dynamic and independent” start-up registered in the US state of Delaware, and founded by a team of professionals from leading companies, with deep expertise in imaging technology and consumer electronics.