GoPro announced its diminutive Hero 4 Session back in early July with an optimistic price tag of $399. GoPro billed the tiny cube as its “smallest, lightest, most convenient” action camera ever. Despite its tiny physique, it still supported 1080p60 recording, a microSD slot, Bluetooth, and Wi-Fi.
But we still had reservations about the $399 price tag, especially in the face of competition from the Polaroid Cube+. GoPro addressed the pricing concerns head-on in September by dropping the price of the Hero 4 Session to $299. And today, GoPro is announcing yet another price cut, taking the action camera to just $199 — half its debut price.
"The waterproof Hero 4 Session is so durable and easy to use... it's the perfect way to capture rough-and-tumble family activities this holiday season. From snowball fights to snowboarding, the footage will look so immersive you'll feel like you're reliving the experience," said GoPro founder and CEO Nick Woodman. "I'm stoked that for just $199, everyone can GoPro this Holiday season."
The $199 price is currently in effect at GoPro’s online store and it appears that this is a permanent price reduction instead of a holiday-only promotion.
GoPro’s move to make the Hero 4 Session more competitive in the face of growing competition comes at a time when the company itself is under increasing scrutiny. GoPro shares have been in a freefall since August, when shares were trading at around $65. Today, GPRO shares are trading at just $18.42. For reference, the IPO price for GPRO was $24 per share when it debuted in June of last year.