Same hardware, lower price – is it the real deal or a knockoff?
Recently, a new domestic brand called "Xtra" suddenly emerged in the US market. Its products are 99.9999% similar to DJI's, yet they're significantly cheaper and unaffected by tariffs. This discovery, reported by foreign media outlet The Verge, immediately garnered widespread attention in the tech community.
From hardware to software, it's practically a "copy and paste" product.
The report noted that the Xtra brand launched on Amazon US in September 2025, and its products bear a striking resemblance to DJI's.
Take the Xtra Muse, for example. Its specifications are nearly identical to DJI's Osmo Pocket 3. However, the price difference is significant: the Xtra Muse costs only $499, while the DJI Osmo Pocket 3 costs $799.
A reporter from The Verge purchased an Xtra Muse for testing and found that its functionality and user experience are identical to the DJI Osmo Pocket 3. Whether it's startup speed, image quality, face tracking performance, heating locations, or accessory compatibility, the two are identical.
The only difference is that the Xtra Muse cannot use DJI's wireless microphone series (Mic 2 and Mic Mini).
In-Depth Investigation: Code-Level Evidence
As the investigation deepened, more details emerged. According to software engineer Konrad Iturbe, several Xtra products' FCC filings show they use the same motherboards, chips, and components as DJI products.
Even more convincing is security consultant Jon Sawyer's analysis, which points to numerous traces of copy-pasted DJI code in the Xtra companion app, including 7,552 references to "DJI LightCut" and "Avinox."
In addition, Konrad Iturbe discovered numerous links to Chinese servers and APIs within the app's code. Security researcher Kevin Finisterre believes the Xtra app uses the same Bangcle/SecNeo tools as DJI to obfuscate its code.
The Truth Behind the Scenes: A "Strategic Rebrand" to Evade Tariffs?
Xtra's official website reportedly claims to be an "independent startup registered in Delaware, USA." However, it only provides an email contact information, with no physical address, company history, R&D facilities, factory locations, or even any employee information. This extreme lack of transparency, starkly different from the practices of traditional tech companies, has further fueled suspicions.
The Verge speculates that this may be DJI trying to sell its products in the US under a local brand name to circumvent punitive tariffs.
In recent years, the US has imposed a 34% tariff on DJI. Despite this pressure, DJI has maintained over 80% market share in North America through price increases. If Xtra is indeed connected to DJI, selling under a local brand name could indeed circumvent high tariffs, allowing for lower prices and addressing various US government restrictions.
However, some industry insiders speculate that someone in the supply chain may have "intercepted" technology and directly stolen DJI products. Alternatively, it could be a test of the waters for a gray market supply chain spawned by tariffs.
To date, the entire incident remains shrouded in mystery. US authorities have yet to respond, and the Xtra brand continues to sell its "copycat" DJI products on Amazon.
Finally, what are your thoughts? Do you think this new American brand is simply copying and pasting DJI's technology, or is it DJI's "roundabout" strategy? Share your thoughts in the comments section.
