GoPro just dropped the pricing on its shiny new Mission camera family, and wow, they really said "professional use only" with their wallets wide open. The Mission 1 will run you $599.99, and the Mission 1 Pro sits at $699.99. Yes, really.
Who is this actually for?
To be fair, GoPro isn't entirely heartless. If you subscribe to its ecosystem, you get $100 knocked off either model. So a mere $499.99 or $599.99. Groundbreaking savings, truly. There's also a free Point-and-Shoot Grip accessory (worth $100) thrown in with pre-orders while supplies last, which is at least a nice-looking sweetener.
Both cameras are available to reserve now, with a May 28th release date locked in. The flagship Mission 1 Pro ILS - the one with interchangeable lenses - is presumably even pricier, though the full details on that one are still rolling out.
The weekend warrior problem
Here's the thing: GoPro built its entire brand on being the camera for everyday adventurers. The person strapping a camera to their helmet to film a snowboard run. The kayaker who wants proof they survived that rapid. The dad who takes it to his kid's birthday party and swears he'll "really use it this time."
Those people - the bread and butter of action cameras - are going to look at $599 and slowly back away. That's iPhone territory. That's "maybe I should just use my phone" territory. And that's a problem for GoPro, which has been fighting for relevance against increasingly capable smartphone cameras for years now.
The Mission lineup seems clearly aimed at professional filmmakers and serious content creators who need dedicated hardware that won't flinch in extreme conditions. That's a legitimate market! But it's a much smaller one than the "every outdoor enthusiast" crowd GoPro used to own.
So should you pre-order one?
If you're a working filmmaker or a full-time content creator who bills clients, the Mission 1 Pro probably makes plenty of sense. For everyone else? That's a genuinely tough sell when the competition - including your own pocket computer - keeps getting better and cheaper.
GoPro is clearly swinging for the premium tier, and maybe that's the right business move. But it's going to sting for the loyal weekend warriors who grew up with the brand.
Source: The Verge
