Action camera maker GoPro Inc (NASDAQ:GPRO) is in trouble to start the trading week. GPRO stock is falling to lows not seen since May, representing a significant technical breakdown out of a two-month trading range that has capped a nearly 50% drop from its early October high.

And things aren’t going to get much better from here.

Investors have soured on any turnaround play in GPRO stock after all the hype surrounding the Hero5 cameras and Karma drone were crushed by poor execution. While the Hero5 Session and Hero5 Black cameras are slick, waterproof, and supported by a slick smartphone app suite, intense competition and high prices are dampening demand.

Moreover, the Karma drone — well placed initially to challenge industry stalwart DJI and its Phantom lineup — suffered an embarrassing recall related to reports of inflight power failures.

Also, China-based DJI is once again flexing its supply chain and pricing prowess — as it did earlier against would-be U.S.-based challenger 3DRobotics and its Solo drone — by unveiling the Phantom 4 Pro and Mavic Pro drones since the Karma was launched.

GPRO stock enjoyed a short-lived bounce in late November on the announcement of a company restructuring and cost-cutting plan that included a 15% workforce reduction, closure of its entertainment division, and the departure of president Tony Bates. Yet the company is plagued by overreliance on a single product line, falling average selling prices and fallout from the Karma recall.

The company will next report results on Feb. 2 after the close. Analysts are looking for earnings of 27 cents per share of GoPro stock on revenues of $591.6 million.

Anthony Mirhaydari is founder of the Edge and Edge Pro investment advisory newsletters. Free two- and four-week trial offers have been extended to InvestorPlace readers.