There’s a new camera brand in town called Xtra, and it’s selling cameras that look exactly like DJI’s most popular models, except without the tariff markup. I’m talking functionally identical hardware here. The Xtra Muse is the DJI Osmo Pocket 3. The Xtra Edge is the DJI Osmo Action 4. Same specs, same build, same everything, just different branding on the box and a price tag that doesn’t include the Trump tax that’s been crushing DJI’s US pricing for the past year.

Here’s where it gets wild: Xtra has no history, no visible headquarters, no executives with public profiles, and exists seemingly for the sole purpose of selling rebranded DJI cameras in America. The Verge literally tore down the Xtra Muse and found that the internals are identical to the Osmo Pocket 3, down to the circuit boards and processors. This isn’t some knockoff operation reverse-engineering DJI’s tech. This is DJI’s tech, just with a different name slapped on it. The only logical conclusion is that DJI created Xtra as a shell brand to dodge tariffs and customs scrutiny.

Trump’s trade war turned DJI’s US pricing into an absolute disaster. Baseline tariffs on Chinese goods started at 10 percent, then got ratcheted up to 25 percent and higher for electronics. DJI drones and cameras got hammered. The Osmo Pocket 3, which should cost around $500, now sells for $799 in the US after multiple tariff-driven price hikes. Add to that the fact that US Customs has been randomly blocking some DJI shipments entirely, citing vague forced labor concerns even though there’s no actual ban in place. The company has been caught in this bureaucratic nightmare where products either vanish from shelves, show up at inflated prices, or appear through sketchy third-party sellers with no clear connection to DJI.

So DJI ‘allegedly’ decided to get creative. Can’t import cameras under the DJI brand without getting slapped with massive tariffs? Fine, just create a new brand and import them that way. Xtra sells exactly three products, all of which correspond perfectly to DJI’s current consumer camera lineup. The Muse is the Pocket 3. The Edge is the Action 4. There’s another action camera variant that also maps directly to a DJI product. Every single item in Xtra’s catalog is a DJI camera wearing a disguise. The company has zero web presence beyond a barebones storefront, and when journalists ask DJI about any connection to Xtra, the company refuses to comment. That silence is basically an admission.

The Verge’s teardown really sealed the case. They pulled the Xtra Muse apart and photographed every component. The sensor, the processor, the gimbal mechanism, the circuit board layout, everything matches the Osmo Pocket 3 exactly. You can’t fake that level of identity through copying. These cameras are coming off the same production line, built to the same specifications, probably in the same Chinese factory. The only differences are cosmetic: different logo, slightly tweaked packaging, maybe some altered serial number formatting. That’s it. You’re buying a DJI camera, you’re just not buying it from DJI, at least not officially.

Xtra products don’t sell through DJI’s official US store, which has been a ghost town for months due to the tariff chaos. Instead, they show up on Amazon through sellers like AeroTech Hubs, which has no existence outside of its Amazon storefront and sells almost nothing but DJI-adjacent gear. AeroTech also sells one random hairdryer for some reason, presumably to look less suspicious. The whole operation feels like a front, and that’s because it probably is. By routing products through Xtra and using different product codes, DJI can potentially avoid the tariff classifications that hit Chinese-branded electronics and slip past customs agents who are specifically looking for DJI shipments. It’s logistical sleight of hand.

Customs enforcement has been wildly inconsistent, which creates the exact conditions for this kind of workaround. Some DJI shipments get blocked. Others go through fine. There’s no clear pattern, no transparent ruleset, just arbitrary decisions made by officials applying vague guidelines. DJI has clearly decided it’s not going to sit around waiting for clarity or hoping tariffs will ease. The company needs to sell cameras in America, so it’s going to sell cameras in America, even if that means inventing a fake brand to do it. The audacity is almost impressive.

Tariffs only work if customs can identify and tax the goods being imported. DJI’s Xtra scheme exposes how fragile that enforcement actually is in the age of global supply chains and e-commerce. Change some branding, tweak the packaging, route things through intermediaries, and suddenly your 25 percent tariff disappears into bureaucratic confusion. The US government can tax DJI cameras all it wants, but if those cameras show up under a different name at the original price, what exactly has the tariff accomplished? It’s performative policy that sounds tough but collapses the moment a company with resources decides to challenge it.

DJI is making a statement here, both to regulators and to customers. To regulators: your tariffs are ineffective and we’ll prove it by continuing to sell our products anyway. To customers: you can still get our cameras, they’ll just arrive in a box that says Xtra instead of DJI, and honestly, does that really matter? The hardware is identical, the performance is identical, and the price is better because you’re not paying the Trump tax. Most buyers won’t care about the brand name as long as the gimbal works and the footage looks good. DJI knows this, which is why the strategy makes perfect sense.

The fact that this is happening so openly is the most brazen part. Xtra isn’t hiding in the shadows or operating through obscure gray market channels. The cameras are right there on Amazon, available for anyone to buy, with product pages that make only minimal effort to pretend they’re not DJI products. The specs match, the design matches, the accessories are compatible, everything about the presentation screams “this is a DJI camera” except for the brand name. It’s DJI basically winking at US customs officials and daring them to do something about it. And so far, customs hasn’t figured out how to respond.

This whole situation reveals the limits of using tariffs to target specific companies in a globalized market. DJI is too big, too sophisticated, and too embedded in worldwide manufacturing and distribution networks to be easily contained by trade policy. The company can pivot, rebrand, reroute, and adapt faster than regulators can write new rules. Xtra proves that. You can slap a 25 percent tariff on DJI products, but if DJI can simply create a shell brand and import the same products under a different name, your tariff is pointless. You’ve created paperwork, not protection.

American consumers are the real winners here, assuming they’re comfortable with the absurdity of buying a DJI camera that pretends not to be a DJI camera. You get the Osmo Pocket 3’s incredible stabilization and 1-inch sensor without paying an extra $300 for the privilege of geopolitical posturing. You get the Action 4’s rugged build and high frame rates without the tariff markup. The cameras work exactly the same because they are exactly the same. DJI’s gamble is that most people will take that deal, and they’re probably right. Brand loyalty matters less than price and performance, especially when the brand in question is basically an open secret.

What happens next is anyone’s guess. US Customs could crack down on Xtra imports once they figure out what’s going on, but that requires resources and enforcement mechanisms that may not exist. DJI could expand the Xtra lineup to include drones and other products if the strategy works. Other Chinese companies facing similar tariff problems could copy the playbook. Or the whole thing could collapse in legal challenges and regulatory scrutiny. For now, though, Xtra exists, DJI cameras are flowing into the US at pre-tariff prices, and the tariff regime looks ineffective and easily gamed. That’s the story.

The post DJI Just Launched a Secret Camera Brand to Dodge US Tariffs (Here’s Where To Buy It) first appeared on Yanko Design.

As the Internationale Funkausstellung Berlin (IFA) gears up to celebrate its 100th anniversary, the tech industry focuses on Berlin, where tradition meets innovation. IFA, one of the world’s leading trade shows for consumer electronics and home appliances, has long been a platform where global brands showcase their latest innovations, set trends, and connect with industry professionals and consumers alike. It’s an event that shapes the direction of technology, influencing the products and services that will define the market in the years to come. Leading this transformation into its next century is Leif Lindner, the CEO of IFA Management GmbH since October 1, 2023. With over 25 years of industry experience, including a significant tenure at Samsung Electronics Germany, Lindner brings a wealth of knowledge and a strong network to his role as CEO. His experience in multicultural settings enhances his leadership as he guides IFA into a new era. In this interview, I explore how Lindner balances IFA’s storied history with a fresh approach to ensure it remains at the forefront of global technology showcases.

Vincent Nguyen: Good afternoon! Thank you for taking the time to chat with me. You’ve been traveling all over the world recently. Is this normal for a CEO in your position, especially right before the show?

Leif Lindner: “Yes, it’s part of the job. I’ve been with IFA for a relatively short time, but given the importance of the 100th anniversary and the transition we’re going through, it’s crucial for me to be hands-on.”

This response underscores Lindner’s commitment to being actively involved in the evolution of IFA during such a pivotal year. His hands-on approach ensures that the event reflects his vision and strategy. Adapting and leading from the front is essential in an industry as fast-paced as technology.

Nguyen: How does IFA plan to balance the needs of big brands with the rising importance of smaller innovators?

Lindner: “Smaller brands can become significant players quickly, and they need special attention. At the same time, we must keep our mature, long-term partners in the spotlight.”

Lindner’s strategy to balance attention between established giants and emerging innovators is crucial. It shows that IFA is a platform where future technology leaders can emerge, ensuring that both new and established companies have the space to thrive. His approach fosters an environment where innovation from both large corporations and smaller, agile startups can flourish.

A prime example of a growing brand poised to make a significant impact at IFA 2024 is Narwal, a company that has rapidly ascended to the forefront of the smart home cleaning industry since its founding in 2016 in Shenzhen, China. Narwal is set to unveil its latest groundbreaking innovation in the smart home cleaning sector at IFA 2024 in Berlin, and we’re looking forward to seeing what they have in store. Its pioneering products, such as the world’s first self-cleaning mop and vacuum robot, highlight the company’s success. With over 1,200 international patents and a team of more than 700 R&D engineers, Narwal showcases the kind of innovation and technological leadership that IFA aims to highlight. The brand has received significant industry recognition, winning prestigious awards, including the CES Innovation Awards, Red Dot Design Awards, and the Edison Gold Award.

Narwal’s strategic expansion into key markets like North America, Europe, and Asia has solidified its leadership in the smart home sector. In Europe, particularly Germany, the company has built strong partnerships with major retailers like OTTO, MediaMarkt, and Saturn, making its products widely available. By investing in local research and partnerships, Narwal’s long-term vision focuses on further growth in Europe, with Germany as a crucial market. This commitment to meeting European consumers’ needs and delivering intelligent cleaning solutions aligns with the innovative spirit that IFA showcases.

Nguyen: Can you explain the rebranding process you’ve initiated? What is your vision for the new IFA?

Lindner: “We wanted to create a visual identity that’s more colorful and youthful, while also incorporating entertainment into the show. We want IFA to be seen not just as a tech show, but as a cultural event that resonates with younger audiences.”

The rebranding of IFA is about transforming the event into something that resonates with the next generation of tech enthusiasts. By incorporating elements of entertainment and culture, Lindner is positioning IFA as a multifaceted experience rather than just an exhibition. This approach aligns with broader trends where the lines between technology, culture, and lifestyle are increasingly blurred, making IFA a must-experience event.

As part of the IFA 100 celebrations, the “IFA 100 Years The Exhibition” reflects this transformation. After a successful summer run at Bikini Berlin, the exhibition now opens its doors to all IFA visitors at the Palais. This exhibition goes beyond commemorating IFA’s centennial—it sparks a dynamic dialogue at the intersection of technology and creativity, encouraging attendees to explore innovation’s impact on our lives.

Eight Berlin-based artists were engaged to interpret IFA’s history and future through art, each piece representing a distinct theme. Their works, accessible to Berliners and international visitors, draw from an inspiring past and a visionary future. The exhibition also features extraordinary technology exhibits that offer a glimpse back to the beginnings of technology, bridging the gap between past and future innovations.

Visitors can even take a piece of the exhibition home by creating their own personal AI avatar with the IFA avatar generator, highlighting the event’s integration of cutting-edge technology with personal and creative expression.

The themes explored by the artists include:

Radio, where the journey from early broadcasting to the era of podcasts, highlights the social relevance of media and its evolution. Video, an exploration of the transition from black-and-white television to on-demand video services, illustrates the evolution of visual media. Audio, which celebrates music from vinyl records to cloud streaming, captures sound’s emotional and experiential aspects—online, showcasing the transformative impact of the Internet and digitalization on society, from early telecommunication to the Internet of Things. Computers and Games offers an artistic take on the evolution of gaming and computing, from home PCs to mobile gaming and digital culture. Digital Lifestyle, portraying the smartphone’s role in shaping global, connected lifestyles, from telephony to social media and AI. Home Appliances & Networking, examining the evolution of household appliances, from traditional stoves to smart home networks. Finally, Creation & Social Media digs into content creation in the digital age, from analog photography to influencer-driven social media.

IFA 2024 will also feature a special open-air concert by Bryan Adams at the Sommergarten Stage, adding a lively cultural dimension that sets the tone for the event. This reflects Lindner’s commitment to reimagining IFA as a vibrant experience that blends technology with entertainment and appeals to a diverse, younger audience, ensuring its relevance as it enters its second century.

Nguyen: How do you plan to address the risk of losing pillar brands that have supported IFA over the years?

Lindner: “It’s a real concern. We’ve already seen some brands pull out in recent years. My job is to bring them back by proving that we understand the changing landscape and are evolving to offer more value.”

Lindner’s candidness about the challenges IFA faces highlights his proactive approach to leadership. His focus on evolving IFA’s value proposition to re-engage these key brands demonstrates that he’s not content with maintaining the status quo. He’s actively seeking to adapt IFA’s offerings to better align with the needs of today’s tech giants. This strategy is vital for keeping IFA relevant in an industry constantly in flux.

Nguyen: Are you expanding IFA’s global reach, particularly in regions like India or China?

Lindner: “This year, we’ve focused on balancing our exhibitor base, especially bringing back more Korean, Japanese, and Taiwanese brands. India has a lot of potential, but we need to approach it with a full-speed strategy, which requires the right local partnerships.”

This strategy to expand IFA’s reach into Asia reflects an understanding of where the future of technology is being shaped. By strengthening ties with key markets like Korea, Japan, and Taiwan and recognizing the potential in India, Lindner is ensuring that IFA remains relevant on a global scale. His emphasis on local partnerships shows a thoughtful, sustainable approach to expansion, extending IFA’s influence well beyond Europe.

Nguyen: IFA often coincides with Labor Day in the US. Has the show always been scheduled during the first week of September?

Lindner: “Yes, it has traditionally been around this time. The dates for the next several years are already fixed. While it’s a challenge for US companies, especially with Labor Day, we believe this timing is right overall. The first week of September positions IFA at a critical juncture in the calendar, just before the peak sales season in Europe. This timing allows brands to showcase their latest innovations and launch products when consumer interest is at its highest. It also gives companies the opportunity to generate buzz and secure media coverage ahead of the crucial fourth quarter, which is often a make-or-break period for many in the consumer electronics industry.”

Lindner elaborated on the rationale behind maintaining this traditional schedule despite potential conflicts for some international participants. He emphasized that the timing of IFA is not arbitrary; it has been carefully chosen to align with the European market’s key sales cycles. This alignment ensures that the event remains strategically positioned to offer maximum value to exhibitors and attendees. By scheduling IFA just before the peak sales season, the event becomes a pivotal platform for brands looking to make significant announcements and capture the attention of both the media and consumers at a time when it matters most.

He acknowledged the challenges that this timing presents for US companies, particularly given the overlap with Labor Day, a major holiday in the United States. However, the benefits of holding IFA during this period far outweigh the drawbacks. The fixed schedule allows companies to plan their product launches and marketing strategies well in advance, ensuring they can fully leverage the opportunities that IFA presents.

Moreover, Lindner pointed out that the consistency of IFA’s schedule has helped to establish the event as a key fixture in the global tech calendar. Companies and industry professionals know exactly when to expect IFA each year, which has contributed to its reputation as a must-attend event for anyone involved in the consumer electronics sector.

Vincent: There’s often a comparison between IFA and CES, especially since they’re so close together. How do you handle the competition, especially for brands that might only have the budget for one major event?

Lindner: “I believe IFA and CES can coexist because they serve different focuses. IFA is a comprehensive showcase right before the peak sales season in Europe, which is crucial for many brands.”

Lindner’s perspective clearly explains how IFA differentiates itself from CES. By emphasizing IFA’s unique timing and focus on the European market, Lindner highlights the event’s strategic importance for brands looking to engage with this critical audience. It’s not about competing head-to-head with CES but about offering a direct connection to the European market at a pivotal moment in the sales cycle.

Vincent: Are there any brands that have particularly impressed you this year that you think Yanko Design readers should check out?

Lindner: “There are several. For example, SharkNinja has been particularly innovative, releasing numerous products in Europe. Samsung continues to impress with their holistic approach to technology, and Chinese brands like DJI are also setting new standards in the market. We should also not underestimate how Chinese brands like Hisense and Haier are bringing power to the market. They understand the market better than before and are moving toward a more quality-driven approach. Their understanding and perception of the market always impress me.”

Lindner’s recognition of these brands highlights the tech industry’s diverse and dynamic nature today, emphasizing IFA’s role as a global platform where both established leaders and emerging innovators can shine.

SharkNinja has been making waves in Europe with various new products that combine cutting-edge tech with everyday practicality. Whether it’s their powerful vacuum cleaners or smart kitchen gadgets, SharkNinja has found a way to make life at home easier and more efficient, which has helped them become a household name in the appliance market.

Samsung, a tech giant, continues dominating a wide range of electronics—from smartphones and home appliances to smart home systems. Their latest advancements in QLED and OLED TVs keep them ahead of the curve in display technology. Samsung’s approach blends sustainability with innovation, making its products forward-thinking and eco-friendly and solidifying its leadership in the industry.

DJI, the brand that revolutionized the drone industry, continues to set higher aerial photography and cinematography standards. Their drones are known for their exceptional camera quality, user-friendly controls, and reliable performance, making them a favorite among professional filmmakers and hobbyists. But their innovation doesn’t stop at drones. They’ve expanded into handheld stabilizers, action cameras, and more. At IFA, there’s a lot of excitement around what they will unveil, particularly with the buzz surrounding the rumored Neo, which is expected to be a game-changer. We’re also eagerly anticipating their entry into the mirrorless camera market, which could bring their imaging expertise to new heights. Additionally, their entry into portable power solutions, including impressive battery technology, and their move into e-bikes are developments we’re watching closely. This expansion into new areas could significantly impact the market and add even more excitement to an impressive lineup.

Hisense has significantly impacted the TV and projector markets, particularly with their massive 100-inch-plus TVs and innovative projector technologies. Their commitment to delivering a cinema-like experience at home has made them a top choice for those seeking high-quality, immersive viewing. The Canvas TV, for example, combines a massive screen with a sleek, minimalist design that easily blends into any living space. This modular design allows users to arrange the display panels in various configurations, creating a customizable viewing experience. It’s about integrating technology seamlessly into the home environment.

In addition to their impressive TVs, Hisense has also gained attention with their short-throw projectors. These projectors deliver bright, sharp images from just a short distance, making them ideal for smaller spaces where a traditional projector setup might not be feasible. Hisense’s Laser TVs, which function as ultra-short-throw projectors, offer 4K resolution, HDR support, and vibrant colors while maintaining a compact and easy-to-install form factor. These projectors can display images over 100 inches in size, providing a theater-like experience without needing a dedicated projection room.

Hisense’s advancements in projector technology also include features like ALR (Ambient Light Rejection) screens, which enhance viewing even in well-lit rooms, and integrated smart platforms that offer easy access to streaming services, apps, and more. Their focus on innovation has positioned Hisense as a leader in the home entertainment market, allowing consumers to enjoy a big-screen experience at home without compromising on quality or convenience.

Haier, another major player from China, continues to grow its presence in the home appliance industry by focusing on quality and innovation. They offer various products, from refrigerators and washing machines to air conditioners and smart home devices. Haier’s commitment to creating durable, efficient, and easy-to-use appliances has earned them a solid reputation worldwide. As they continue to push into more advanced smart home technology, Haier is helping to shape the future of how we live at home.

These brands are pushing the boundaries of what’s possible, and their presence at IFA underscores the event’s position as a global stage for the best in technology. Lindner’s comments emphasize IFA’s role as a platform for showcasing established leaders and emerging innovators, highlighting the event’s importance in the ever-evolving tech landscape.

Vincent: Finally, can you share three personal things about yourself that we can share with our readers?

Lindner: “Sure! First, as a child, I was fascinated by consumer electronics, particularly TVs. That passion led me to where I am today. Second, I relax by listening to heavy metal music and attending concerts. Metallica is one of my favorites. And third, I box once a week to clear my head and stay fit.”

These personal insights provide a deeper understanding of the person behind the role. Lindner’s early fascination with consumer electronics reminds us that passion can drive a career, shaping his path to where he is today. His love for heavy metal and boxing shows a balance between intensity and focus—qualities undoubtedly reflected in his leadership style. It’s clear that his personal interests and professional approach are intertwined, bringing a level of passion and energy to his role at IFA that is both inspiring and effective.

As IFA embarks on its second century, Leif Lindner is guiding the event into a new era where technology and culture intersect, innovation is accessible to all, and the event remains as dynamic and forward-thinking as the industry it represents. This interview offers insight into the thoughtful leadership and clear vision driving IFA forward. Lindner’s commitment to making “innovation for all” a reality ensures IFA’s position as a cornerstone of the global tech calendar, drawing both established industry giants and rising innovators. His strategic focus on inclusivity, global expansion, and cultural relevance is actively shaping IFA’s future while preserving and redefining its legacy. Under Lindner’s leadership, IFA is set to remain a leading platform where innovation meets opportunity, influencing the tech world for many years to come. Starting this Wednesday, our team will be on the ground to bring you the latest and greatest products showcasing at IFA 2024. We invite you to check back often for coverage.

The post Interview with Leif Lindner, CEO of IFA: Leading a New Era of Innovation and Culture first appeared on Yanko Design.