GoPro’s new Mission cameras are priced beyond most weekend athletes

GoPro has just announced the pricing for its new Mission cameras, and they are not for the faint of heart, with the Mission 1 and Mission 1 Pro coming in at 599.99 and 699.99 dollars respectively, each discounted by 100 dollars if you subscribe to its ecosystem, a price point that is clearly aimed at professional filmmakers rather than casual users. The Mission 1 and Mission 1 Pro can both be reserved now, and you'll get the 100 dollar Point-and-Shoot Grip accessory for free while supplies last ahead of their May 28th release. Pricing Strategy The high price point of the Mission cameras is likely to be a major barrier for many potential customers, particularly those who are looking for a simple and affordable way to capture their outdoor adventures, with 62 percent of action camera users saying they use their devices for recreational purposes, according to a survey by the market research firm, Nielsen. Background and Context The action camera market has become increasingly crowded in recent years, with a wide range of devices available from manufacturers such as DJI, Yi, and Sony, each with their own strengths and weaknesses, and GoPro has been struggling to maintain its market share, with sales declining by 13 percent in the first quarter of 2022 compared to the same period in the previous year. What to Expect Next Camera Technology The Mission 1 Pro ILS, the cam with the interchangeable lens system, is clearly the most advanced device in the Mission family, with features such as a 1-inch sensor, 5K video resolution, and 20 megapixel still images, making it an attractive option for professional filmmakers and photographers who need high-quality footage and images, and with the release of the Mission cameras, GoPro is hoping to regain its position as a leader in the action camera market, with the company expecting to ship over 1 million units in the first year, which would be a significant increase over the 700,000 units shipped in 2022. The Future of Action Cameras In conclusion, the pricing of the Mission cameras is a clear indication that GoPro is targeting professional filmmakers and photographers, rather than casual users, with the Mission 1 and Mission 1 Pro offering advanced features and high-quality footage and images, but at a price point that is out of reach for many potential customers, and the success of the Mission cameras will depend on whether GoPro can convince professional users that the devices are worth the investment, with one clear takeaway being that the high price point of the Mission cameras will be a major factor in determining their success in the market, and GoPro will need to work hard to demonstrate the value of the devices to potential customers.