Why China's DJI Is Being Hailed as the 'Apple of Drones'

DJI now accounts for 70 percent of the consumer drone market. (Photo : Reuters)

From a small apartment in Shenzhen manned by only three people, Da-Jiang Innovations (DJI) has soared to brand new heights.



Now, the company boasts three factories, a China-based corporate head office, overseas branches and the bragging rights to be called "the Apple of drones."



According to a report published by the Los Angeles Times, DJI now accounts for 70 percent of the consumer drone market.




The midsize company is also responsible for putting recreational drones on the map, helping bring UAVs closer to consumer's taste buds and pockets.



"It may be the first Chinese company to create, and then dominate, a hot new class of consumer electronics," the LA Times wrote.



DJI's success comes on the back of the Chinese government's attempt to boost the country's technology and innovation sector, a move that is said to counter the declining local manufacturing industry.



Shenzhen, home to a population of 7 million, is the best venue for the so-called "consumer drone revolution," experts said.



"I think DJI could only happen in Shenzhen," Michael Perry, DJI's director of strategic partnerships, told the LA Times.



Perry added that the city offers a "confluence of talent, resources and connectivity," allowing DJI to design and manufacture devices "faster than anyone else in the industry."



However, challenges remain for the company as rivalries start to brew.



Some of DJI's biggest competitors are French UAV maker Parrot, as well as fellow Chinese manufacturers Yuneec and Ehang.



Xiaomi, which launched recently is first-ever drone, may also be a serious competition. GoPro's own drone, Karma, is also set to take off soon.



Fortunately for DJI, product portfolio diversification is on the table.



In 2015, the company introduced a Linux-powered computer that would allow third-party makers to develop applications for its drone.



DJI also unveiled a camera for drones capable of shooting 4K videos. Fans tagging DJI as the "Apple of drones" seem to get the approval of Apple itself.



Earlier this year, the Cupertino, California-based tech giant entered into a partnership with the Shenzhen company.



In a separate report by Apple Insider, Perry said that the deal makes sense as "most of DJI's customers are already Apple product users."



"Widely considered to be the leader in the 'prosumer' drone market, DJI's exclusive arrangement with Apple is representative of how the Chinese company hopes to position its brand and grow market share," Apple Insider wrote.

