TL;DR OnePlus has announced the end of its partnership with camera maker Hasselblad.
Instead, the mobile brand is working on its own OnePlus DetailMax Engine for photography.
The Hasselblad partnership kicked off with 2021’s OnePlus 9 Pro.
OnePlus first teamed up with Hasselblad for 2021’s OnePlus 9 series. This partnership spawned Hasselblad-branded OnePlus flagship phones all the way until the OnePlus 13. Now, the smartphone maker has confirmed that this tie-up is over.
OnePlus co-founder Pete Lau noted in an official blog post that the company’s “planned chapter” with Hasselblad was now complete after five years. So what’s next?
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“Now, we are building our own imaging engine, OnePlus DetailMax Engine, designed not just to capture the world but to reveal it in entirely real and clear ways,” Lau explained.
Lau says he was personally involved in user interviews around the world regarding cameras: The message was consistent: our users want images that are clear and real. Most don’t care about technical jargon, but they know the first thing they do is pinch to zoom in on their photos. That’s where the camera really gets judged. The OnePlus co-founder claimed that computational photography was no longer about “creating artificial enhancements or showing you a ‘fake’ moon that never existed.” Instead, he felt that today’s advancements enable images with “unmatched” depth and realism.
Do you think the OnePlus/Hasselblad deal was a success? 47 votes Yes, I think so 38 % It was okay, but could've been better 51 % No, I think it was a failure 11 %
“That’s why we’re building the OnePlus DetailMax Engine. Designed from the ground up to deliver the clearest and most real photos on a smartphone, it harnesses the full potential of computational imaging to present scenes as they truly are, without over-beautification or distortion,” he added. “The moment you zoom in on a photo, you’ll understand why I’m confident you’ll love the results.”
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