OnePlus on the official blogAnnounce, the five-year cooperation with Swedish camera brand Hasselblad has officially come to an end. In the future, it will fully turn to self-developed imaging systems and start a new stage of photography technology development under the name of DetailMax Engine.
Five-year cooperation comes to an end
OnePlus launched the OnePlus 2021 series in 9.Started brand cooperation with HasselbladDuring the collaboration, the two parties introduced Hasselblad's professional lighting, shadow, and color calibration designs into OnePlus's high-end models, and enhanced the image capture performance of high-end mobile phones through the integration of software and hardware.
While the statement did not clearly explain the reason for the termination of the cooperation, OnePlus still emphasized that Hasselblad's dedication to the balance of light and shadow, as well as its aesthetic taste, are deeply rooted in OnePlus's imaging DNA and will continue to influence future product design.
With the termination of the cooperation, the Hasselblad logo will no longer appear on future OnePlus phones.
OPPO continues cooperation
Although OnePlus's camera system will be developed in-house, its parent company OPPO will continue to cooperate with Hasselblad. In particular, they recently announced in July that they would extend their partnership and emphasized that they would continue to build a new generation of mobile imaging systems.
This means that OPPO will continue to retain Hasselblad's iconic elements when launching high-end models in the future, while OnePlus will develop in the direction of its own brand, forming a differentiated product development model under different brands.
Self-developed DetailMax Engine debuts
Next, OnePlus will use the new DetailMax Engine as its own brand of imaging technology, aiming to bring the "clearest and most realistic smartphone images" through algorithms and sensor element adjustments designed from scratch.
OnePlus CEO Pete Lau revealed that early prototypes have been put into testing, with the goal of giving users an imaging experience closer to that of a professional camera.
The next step in mobile photography
For OnePlus, the end of the cooperation does not mean denying the value of Hasselblad, but rather represents a shift in the brand's imaging strategy towards independence.
As brands like Google, Apple, and Samsung continue to strengthen their advantages in algorithmic photography, OnePlus has chosen to develop its own proprietary imaging system. This not only helps it establish its own differentiated positioning, but also avoids over-reliance on external brands and ensures greater flexibility in product design.
