They’re still feeling the burn from when they tried entering the drone space. The GoPro Karma almost bankrupted them on its own, and marked the end of their perception as a quality brand. It was a disaster they never recovered financially or reputationally.

The concept was great. The gimbal and camera could actually be removed from the drone to use independently. People were excited for their entry into the space, and they built a TON of the drones.

But they were also missing features. They didn’t have an API for third-party integration and flight automation like DJI. They had no collision avoidance features, which had started to become standard in the market by the time the entered. Their battery life was pretty bad.

Oh - and upon release the drones constantly lost connection to GPS and would suddenly shut off mid-flight and fall out of the sky. The FAA actually advised all users to ground them.

They eventually recalled all of the Karma drones over safety concerns, took a huge stock hit, and went through a round of layoffs.