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Three GoPro HERO7 cameras were revealed this morning by the go-anywhere action camera brand. There's the GoPro HERO7 Black, Silver, and White to choose from, each of these coming with their own set of specifications, features, and price levels. GoPro upgraded the lot, but their emphasis this round or releases is on simplicity. They're trying to do what works and make what works simple to understand - and subsequently buy.

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GoPro, the action camera company that started it all, isn’t scheduled to unveil its latest generation of action cameras until later today, but someone seems to have been a wee bit too excited and pushed the “Publish” button a bit early. Thanks to that, we’re getting an early look at the GoPro HERO7 generation that has not just one, not even just two, but three cameras. Make no mistake, their difference goes beyond mere looks.

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The weekend rolls on, and with it more early product leaks. This time it's the latest action camera from GoPro, with the upcoming Hero 7 spotted at an in-store display ahead of its official debut. This comes on the heels of GoPro's recent return to profitability; the company has been struggling for the last few years, and in turn reduced its costs through layoffs, axing its drone business, and reducing its camera lineup to be more straightforward.

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GoPro has announced its fiscal second quarter financial results, revealing $283 million in revenue, as well as favorable sales in North America. Though the revenue represents a 5-percent year-on-year decrease, it is a huge 40-percent jump quarter-on-quarter. GoPro likewise saw its GAAP gross margin increase 29-percent versus 22-percent in the year's first quarter, and it ended Q2 with $140 million in cash and investments.

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Hot Wheels has unveiled a new GoPro mount that allows users to get a first-person-view of their toy as it races along its track. The mount looks like a car, but with a slot in which the GoPro action camera is placed, enabling the camera to record an FPV of the "trip." The only catch? You need GoPro's smallest cube-shaped camera to use it.

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It's no secret that GoPro has been struggling, but the company saw a glimmer of hope during its first quarter of the year. The company announced a very modest unit growth of 3-percent, an increase that unfortunately wasn't joined by revenue growth. The company saw a fairly substantial drop in revenue compared to its first quarter in 2017.

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GoPro has a trade-in program that it calls "Trade-Up" for getting discounts on its current products. Previously, you had to trade-in a previous-generation GoPro camera to get the discount on a newer product, but the company announced changes today that open the program to any digital camera. Trade-up is available to anyone in the US, with discounts reaching up to $100 depending on model.

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It's no secret that GoPro continues to struggle despite multiple business restructuring efforts, new products including a drone, and more. Though the company has managed to improve its fortunes to a degree, GoPro's CEO Nick Woodman has previously said that he's open to a potential deal, though none have been penned. That's good news for Chinese company Xiaomi, which reportedly is interested in buying GoPro.

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Well, that didn't take long: less than a day after a low-cost GoPRO HERO leaked out, the company has now confirmed its existence. As the rumor suggested, this will be an entry-level camera aimed at folks who want something a little more robust than the camera on their smartphone. Obviously, the HERO line has always been fairly affordable - especially the HERO5 at $299 - but with this new entry-level HERO, GoPro is really looking to remove price as a barrier to entry for some people.

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Once hailed as the king of action cameras, GoPro quickly found itself on the opposite end of the market, struggling against the innumerable clones trying to replicate its magic. After a disastrous Karma drone launch, the biggest question has always been what’s next for the former king. Thanks to some probably eager retailers, we know now that it would be a new GoPro Hero, no number, that seems to aimed at being a Hero in the mass market segment.

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Times are tough for action camera-maker GoPro, and the company is hoping a tech licensing deal will open new avenues in smart home systems, autonomous cars, and more. A new agreement has been linked with Jabil, a manufacturing firm that offers computational camera modules, head-up displays, lenses, and other optics tech to a wide range of companies.

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Action cameras are inherently prone to damage -- after all, they're designed to ride on drones, attach to mountain bikes, record under water, and more. GoPro remains the best known action camera maker in the US, and many customers have put its various models through the paces. For those who pushed things just a little too far, the company has introduced a new service plan that replaces those broken cameras.

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