Why GoPros Are the Only Camera Worth Buying Right Now

TIME

Apple’s latest ad campaign, “Shot on iPhone 6,” uses iPhone photographers’ gorgeous still images and video to ask one question: Do you really need a standalone camera anymore? For many, the answer is no—and that shows in camera companies’ performance. Nikon’s camera sales were down 15% in 2014, Canon’s by 7.3%.

But that pain isn’t being felt universally among camera makers. One in particular is doing just fine: GoPro, which in April posted a 54% year-over-year gain in revenue, though its stock price is floating at about half its all-time high Monday after going public last June.

GoPro is succeeding in selling cameras where its bigger, older rivals are failing because it’s taking advantage of a major shift in consumer tastes. For many people, smartphones are now good enough to replace typical compacts, like the Canon PowerShot line. There’s no reason to carry a comparatively bulky camera if your pocketable…

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