OnePlus has officially announced the end of its five-year partnership with Hasselblad, marking a new chapter in its smartphone photography journey. The collaboration, which began with the OnePlus 9 series in 2021, brought Hasselblad’s renowned color science and tuning expertise to OnePlus flagships. Now, with the alliance concluded, OnePlus will rely on its in-house DetailMax Engine for future camera performance. CEO Pete Lau confirmed the change on the company forum, expressing gratitude to Hasselblad and excitement for what lies ahead.
The Origins of a Landmark Collaboration
When OnePlus and Hasselblad joined forces for the OnePlus 9 Pro, the goal was to lift OnePlus cameras into flagship territory. Hasselblad brought decades of medium format photography heritage, helping OnePlus develop color profiles that emphasized natural tones and balanced contrast. Early reviews praised the partnership for delivering images with richer detail and truer hues. Over five generations of OnePlus flagships—from the OnePlus 9 to the OnePlus 13—Hasselblad’s logo on the camera module became a visual promise of superior image quality.
What Hasselblad Contributed to OnePlus Cameras
Hasselblad’s main contribution lay in its color science. Engineers from both companies worked together to calibrate sensors, optimize white balance algorithms, and refine JPEG processing. This joint effort produced more realistic skin tones and lifelike landscapes, setting OnePlus cameras apart from peers that often oversaturated or over-beautified images. The signature “Natural Color Calibration” mode became a favorite of photography enthusiasts who wanted minimal post-processing and authentic representation of scenes.
Why OnePlus Decided to Go Solo
Despite the successes, OnePlus leadership felt it was time to internalize imaging expertise. Pete Lau explained that user feedback consistently emphasized the importance of clarity and authentic detail—especially when zooming into photos. By developing its own computational photography platform, the DetailMax Engine, OnePlus can iterate faster, maintain tighter integration with hardware, and control the entire image pipeline. This independence aims to deliver the clearest and most realistic smartphone photos without relying on third-party tuning.
Introducing the DetailMax Engine
DetailMax Engine represents OnePlus’s vision for future imaging. Built from the ground up, it leverages advanced algorithms to preserve fine details, accurate textures, and true-to-life colors. Computational photography techniques focus on noise reduction, dynamic range enhancement, and intelligent sharpening. OnePlus claims that users will notice the difference the moment they zoom in on pictures—details will remain crisp rather than becoming muddy or artificially smoothed. The engine also promises consistent performance across diverse shooting conditions, from low-light scenes to high-contrast environments.
The Role of Artificial Intelligence in Next-Gen Imaging
Artificial intelligence plays a pivotal role in the DetailMax Engine. Machine learning models analyze each scene in real time, identify objects and textures, and apply tailored processing. Whether capturing a portrait, a landscape, or a fast-moving subject, the engine dynamically optimizes settings for the best outcome. This approach moves beyond static presets, offering a personalized image pipeline that learns user preferences over time. AI-driven HDR, adaptive noise control, and subject-aware focus are among the capabilities that will define OnePlus camera performance going forward.
Transitioning to the OnePlus 15
The first smartphone to feature the DetailMax Engine is expected to be the OnePlus 15, slated for release later this year. Early prototypes have demonstrated promising results, according to Pete Lau. While Hasselblad branding will no longer appear, OnePlus assures fans that the knowledge gained during the partnership remains integral to its imaging DNA. Users can anticipate a major leap in zoom clarity, color fidelity, and low-light detail on the upcoming flagship.
Comparing the New Approach with Industry Trends
OnePlus is not alone in reshaping its camera strategy. Other manufacturers have also taken control of imaging by partnering with optics brands or developing in-house solutions. Huawei famously built its own ISP and AI chips, while Samsung designs its own sensors and processors. The shift reflects a broader trend: owning the complete hardware-software stack enables faster innovation and more cohesive performance. OnePlus now joins this movement, aiming to match or exceed the results achieved under the Hasselblad collaboration.
The Impact on Hasselblad and Its Future Partnerships
While OnePlus ends the collaboration, Hasselblad’s work with mobile devices continues. Parent company Oppo recently renewed its partnership with Hasselblad, extending the expertise to Oppo’s flagship series. For Hasselblad, mobile collaborations provide a platform to showcase color science to a global audience. The Swedish company can now focus resources on new projects, advancing mobile photography standards in partnership with multiple brands rather than a single OEM.
What This Means for OnePlus Users
For OnePlus fans, the transition offers both challenges and opportunities. The most immediate impact is the absence of the Hasselblad logo and preset on future camera modules. However, OnePlus promises that the DetailMax Engine will deliver equal or superior image quality. Early testers report sharper details and more natural rendering, suggesting the in-house approach is on track. Users should also benefit from more frequent software updates and faster feature rollouts, as OnePlus no longer depends on external tuning schedules.
Navigating the Post-Hasselblad Landscape
OnePlus’s camera team faces the task of replicating or improving upon what was achieved in collaboration with Hasselblad. The company’s internal R&D must continue rigorous testing and fine-tuning across various lighting conditions and scenarios. Community feedback will be crucial during early releases of the DetailMax Engine. OnePlus plans to engage with beta testers and photographers to gather insights and iterate rapidly. This open-development model aims to maintain transparency and build trust among users transitioning from the Hasselblad era.
Final Thoughts on OnePlus’s Imaging Future
The end of the OnePlus and Hasselblad partnership marks a significant turning point. OnePlus enters a phase of self-reliance in imaging, backed by its own DetailMax Engine and a renewed focus on computational photography. While the legacy of Hasselblad’s color science lives on, OnePlus now embarks on its own path, promising clearer, more authentic photos that hold up to close inspection. As the OnePlus 15 approaches, the real test will be whether the in-house engine can meet the high expectations set by previous collaborations. If successful, OnePlus will have proven its capability to deliver flagship-level photography without external branding, solidifying its position among leading smartphone makers.
