OnePlus has officially confirmed that its upcoming OnePlus 15 series will not feature the Hasselblad camera branding. The company has decided to end its partnership with the Swedish camera icon, which began in 2021 with the launch of the OnePlus 9 series. This collaboration was aimed at enhancing the photography experience on OnePlus devices, and it played a key role in elevating the brand’s image among premium smartphone buyers.
Hasselblad’s Contribution Over the Years
During the partnership, Hasselblad introduced new filters, advanced colour tuning, and improved image processing that gave OnePlus smartphones a distinctive edge in mobile photography. For nearly five years, Hasselblad’s expertise contributed to the refinement of OnePlus cameras, ensuring more natural colours and professional-grade filters for users. However, the collaboration has now reached its conclusion as OnePlus looks toward a new direction in imaging technology.
Introduction of DetailMax Imaging Engine
Replacing the Hasselblad partnership, OnePlus has unveiled DetailMax, its own in-house imaging engine. Announced by OnePlus co-founder Pete Lau in a community post, DetailMax is designed to push the boundaries of mobile photography with advanced computational photography techniques. The company claims the new system will deliver enhanced clarity, richer details, and superior colour accuracy across different lighting conditions.
What This Means for Users
For OnePlus fans, this transition marks the start of a new era. While some may miss the prestige of the Hasselblad name, OnePlus believes its in-house imaging system will give it more control and flexibility to innovate. The upcoming OnePlus 15 is expected to showcase the full capabilities of DetailMax, setting the tone for the company’s future camera strategy.
Conclusion
With the launch of the OnePlus 15, OnePlus is taking a bold step by parting ways with Hasselblad and introducing its DetailMax imaging engine. This move could redefine the brand’s photography game, making the new flagship a highly anticipated release for tech and smartphone enthusiasts worldwide.
