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They are so close to being a premium product but they're having trouble getting there. I prefer to drop premium dollars on equipment that "just works" but my experience with their products is that every one of them has some kind of annoying issue.

They need to figure out what kind of company they are. Are they producing cheap consumer toys, or are they making reliable prosumer equipment?

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Exactly, I was expecting an Apple-like experience so I was very disappointed in that sense. The hardware was great (for me at least), but the UX was just too annoying that it soured the overall experience.

I wish now that Apple would build an action camera.

I feel like their days are somewhat numbered anyway. At least as a hardware company - Chinese GoPro style cameras are getting really good now, as in you can get an action camera that is "good enough" (TM) for anything you are going to shoot for $100 at most these days.

There's definitely a market for overpriced cameras that just work but they might have to widen their horizons to grow.

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