OnePlus and Hasselblad End Camera Partnership
▼ Summary
– OnePlus CEO Pete Lau announced the end of the company’s five-year partnership with Hasselblad.
– OnePlus will now develop its own imaging engine, called the OnePlus DetailMax Engine, in-house.
– The partnership began with the OnePlus 9 and 9 Pro, and Hasselblad’s logo has appeared on all top-tier OnePlus phones since.
– Oppo, OnePlus’s parent company, recently extended its own partnership with Hasselblad in July 2024.
– It remains unclear how Oppo’s continued Hasselblad partnership aligns with OnePlus ending theirs.
The longstanding camera partnership between OnePlus and Hasselblad has officially concluded, marking a significant shift in the smartphone maker’s imaging strategy. OnePlus CEO Pete Lau confirmed the news through the company’s user forums, announcing that the five-year collaboration has ended and that future devices will rely on an in-house imaging engine developed by OnePlus.
This partnership began with the launch of the OnePlus 9 and 9 Pro, introducing Hasselblad-branded camera tuning to the brand’s flagship lineup. Since then, every top-tier OnePlus phone has prominently featured the Hasselblad logo, a visual signature that will no longer appear on upcoming models like the OnePlus 14, or possibly the OnePlus 15, given the brand’s tendency to skip the number 4 in certain markets due to cultural superstitions.
Beyond branding, Hasselblad contributed significantly to refining OnePlus’s image processing algorithms, helping elevate the company’s photography capabilities from a previous weakness to a recognized strength. Moving forward, OnePlus will develop its own OnePlus DetailMax Engine, taking full control over imaging software development. It remains to be seen how closely this new system will resemble Oppo’s recently introduced Lumo engine, which debuted with the impressive camera performance of the Find X8 Ultra.
Interestingly, Oppo, OnePlus’s parent company, recently extended its own partnership with Hasselblad, promising a new mobile imaging system later this year. This creates a curious divergence between the two sister brands, leaving industry observers to speculate on the strategic reasoning behind the split.
(Source: The Verge)
