Tech giant OnePlus decides to ditch Hasselblad partnership and instead develop in-house imaging technology.
OnePlus, the popular smartphone manufacturer, has announced a significant shift in its imaging strategy. In a letter published on the company's forums, CEO Pete Lau revealed the end of the partnership with Hasselblad for the imaging system of their smartphones. This move marks a new era for OnePlus as they embark on developing their own camera technology.
The new proprietary imaging engine, dubbed the DetailMax Engine, will be a key feature of the upcoming OnePlus 15. This in-house development is expected to focus on clarity and detail, setting new standards for OnePlus's mobile photography.
The OnePlus 15, typically announced for China late in the year before a CES-timed arrival everywhere else, is still expected to be announced, with its announcement not being influenced by the Oppo-Hasselblad partnership.
Interestingly, Oppo, the parent company of OnePlus, has re-upped its partnership with Hasselblad. The exact timing for the announcement or implementation of this partnership is not specified. However, it's important to note that this new partnership differs from OnePlus's move to its own imaging system.
The OnePlus 13, one of the favourite smartphones of the year, benefited from the partnership with Hasselblad in terms of camera performance. While its camera, although not as reliable as Google's, can impress in its best moments. The OnePlus 13R, a variant of the OnePlus 13, can take decent-enough photos, but the differences in post-processing with the Hasselblad-branded cameras are noticeable.
The partnership between OnePlus and Hasselblad began with the OnePlus 9 series in 2021 and lasted for five generations. The OnePlus 13's camera, while not as reliable as Google's, can impress in its best moments due to the partnership with Hasselblad.
It's crucial to understand that the OnePlus DetailMax Engine and the Oppo-Hasselblad partnership are two separate developments in imaging technology. The new imaging system will have a focus on computational imaging, aiming to deliver "unmatched depth and realism."
The Oppo-Hasselblad partnership does not affect the expected announcement of the OnePlus 15. This new partnership between Oppo and Hasselblad began after OnePlus ended its partnership with Hasselblad.
In conclusion, OnePlus is venturing into uncharted territory with its own imaging system, the DetailMax Engine. While the Oppo-Hasselblad partnership continues, OnePlus remains committed to its new direction, promising exciting advancements in mobile photography with the upcoming OnePlus 15.
