For over a decade, GoPro has followed a virtually unchanging schedule: every fall, a new Hero Black arrives to reign supreme in the action camera market. But in 2025, the Californian brand surprised everyone. No Hero 14 was on the agenda. Instead, two brand-new and very different cameras: the GoPro Max 2 and the GoPro Lit Hero .
A true 8K 360° camera for demanding creators, and a mini 4K action cam designed for social media: GoPro is changing its strategy. But why now? And what does this mean for video and photography enthusiasts?
A disrupted schedule: no Hero 14 in 2025
Traditionally, September rhymes with the launch of a new GoPro Hero Black. Even during the Covid crisis, the brand didn’t deviate from this practice. But this year is an exception: GoPro has put the Hero 14 aside to focus all its energy on two complementary products.
This strategic choice stems from a simple observation: competition has become fierce. DJI, with its Osmo range, and Insta360, with its X and GO series, have nibbled away at market share by innovating where GoPro was slow to react. Therefore, in 2025, GoPro is no longer content with simply improving its flagship model. It is diversifying its offerings to appeal to two very distinct audiences.
GoPro Max 2: The 360° Comeback
The GoPro Max 2 was a long time coming. The first Max, released in 2019, launched GoPro into the world of 360°, but without managing to dethrone Insta360.
True 8K without any frills.
The Max 2 makes a powerful statement: it films in 8K30 in 360° , but more importantly, in “true” 8K. Unlike some competitors that artificially stretch the image or rely on AI to fill in missing pixels, the Max 2 delivers native resolution. The result: videos with impressive sharpness, especially in fine details like text and textures.
It also offers more flexible modes: 5.6K at 60 fps and 4K at 100 fps , perfect for capturing fast scenes or creating immersive slow motion.
A complete creative tool
With the Max 2, you no longer need to frame your shots. You film everything around you, then reframe it later in the GoPro Quik app. POV, selfie, wide shot, or panorama: everything is possible from a single take.
The colors are not neglected either: 10-bit recording, GP-Log profile, and LUTs integrated directly into the camera. This is sure to appeal to creators who want to push the boundaries of color grading in post-production.
Robust design and refined audio
The Max 2 features interchangeable lenses , easy to replace if dropped. A real advantage over the competition. For sound, it incorporates six microphones for improved spatial audio and even accepts AirPods or Bluetooth microphones. Of course, it remains waterproof to 5 meters without a case.
The limits
The Max 2 isn’t perfect. It’s heavier (nearly 200g) than a standard Hero, and in single-lens mode, it tops out at 60 fps. There’s no super slow motion at 120 fps like on some other models. Finally, its price of €520 clearly places it in the high-end category.
GoPro Lit Hero: the mini action cam designed for TikTok and YouTube Shorts
In contrast to the Max 2, GoPro introduced the GoPro Lit Hero , a compact and affordable camera, designed for fast-paced content.
A mini GoPro with built-in LED
The Lit Hero films in 4K60 , with a 1/2.8” 12 MP sensor. It is capable of capturing photos in 4000 x 3000 pixels and stands out with a special feature: an integrated LED on the front, perfect for lighting your face in vlogs or improving scenes in low light.
It weighs only 93g and fits in your pocket. Its built-in battery offers approximately 1 hour and 40 minutes of battery life, more than enough for shooting vlogs, stories, or short videos.
Designed for social creators
Clearly, the GoPro Lit Hero is aimed at creators who publish on TikTok, YouTube Shorts or Instagram Reels. Its tiny size, lightness and price (starting at €270) make it ideal for quick and spontaneous content.
With its magnetic mount, GoPro attachments and 5m waterproof rating, it still retains the brand’s adventure DNA.
Its limits
Obviously, it doesn’t have the technical sophistication of a Hero Black or a Max 2. No 10-bit, no RAW, and a non-removable battery. But that’s not its purpose: the Lit Hero aims to be simple, fun, and accessible.
Why is this dual launch strategic?
The simultaneous arrival of the GoPro Max 2 and the GoPro Lit Hero reflects a clear intention:
- Diversification : GoPro covers two very different segments, the high-end 360° and the affordable mini camera.
- Responding to the competition : Insta360 dominates the 360° market with the X5 and the GO Ultra, DJI has its Osmo Nano. GoPro couldn’t just stand by and watch.
- Appealing to social creators : the Lit Hero is entering a field dominated by Insta360 GO and DJI Osmo Nano.
So it’s an offensive strategy: instead of a single annual product, GoPro is releasing two cameras to target two distinct audiences.
GoPro Max 2 and Lit Hero: competitors or complementary?
In reality, the two cameras do not cannibalize each other: they complement each other.
- The GoPro Max 2 is aimed at demanding creators who want to produce immersive and professional content.
- The GoPro Lit Hero is aimed at vloggers and everyday users who want a simple, fun camera that’s always in their pocket.
A creator can also very well combine the two: using the Max 2 for spectacular videos, and the Lit Hero to capture spontaneous everyday moments.
What does this mean for the GoPro Hero 14?
The absence of the Hero 14 in 2025 doesn’t mean it’s cancelled. On the contrary, GoPro is likely preparing a major update for 2025.
One can imagine:
- a new sensor, better in low light
- even improved battery life,
- HyperSmooth 7.0 stabilization,
- perhaps even an opening towards 6K or 8K.
The Hero Black remains GoPro’s technological showcase, but the brand now wants to expand its range and no longer limit itself to a single annual release.
So, will GoPro succeed in its strategic gamble by 2025?
With the GoPro Max 2 and the GoPro Lit Hero , GoPro is taking a risk. It is breaking with its historical schedule and launching into two segments where the competition was ahead. But this risk is measured:
- The Max 2 restores GoPro’s strong position in the 360° field.
- The Lit Hero opens up a new market: that of social creators looking for a simple and inexpensive camera.
- The absence of Hero 14 creates anticipation, but allows for better preparation for what’s to come.
In short, GoPro is trying to become more aggressive again. If this gamble pays off, 2025 could mark the beginning of a new era for the brand.
And you, are you more of a Max 2 or Lit Hero fan?
The real question isn’t just why GoPro changed its strategy in 2025, but more importantly: which camera best suits your needs?
- Do you want total immersion, 8K and creative editing? → GoPro Max 2 .
- Do you want simplicity, lightness and ready-to-post content? → GoPro Lit Hero .
So tell me: are you more team 360° immersion or team mini action cam ?
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