OnePlus CEO Pete Lau made a significant announcement on the company’s official user forums today, revealing that the long-standing five-year collaboration between OnePlus and the renowned professional camera manufacturer Hasselblad has officially drawn to a close. Beginning immediately, OnePlus will shift its strategy by concentrating on the development of a fully proprietary imaging engine, signaling a decisive step toward creative autonomy and technological independence in the highly competitive sphere of smartphone photography.
This partnership originally commenced with the release of the OnePlus 9 and 9 Pro flagship devices, through which the distinct Hasselblad branding became prominently displayed on the cameras of all subsequent premium OnePlus smartphones. That symbol of joint development and shared expertise is now coming to an end, marking a moment of transition for the brand. The change will become particularly visible with the next generation of devices. The forthcoming model, expected to be called the OnePlus 14—or possibly the OnePlus 15, given that the number four carries negative cultural connotations of bad luck in China—will be the company’s first flagship without the Hasselblad insignia.
It is important to recognize that Hasselblad’s role in this alliance extended well beyond the mere addition of a recognizable logo. Over the years, the iconic camera maker collaborated deeply not only with OnePlus but also with Oppo, its parent company, to create and refine advanced imaging algorithms. These improvements transformed what had long been described as one of OnePlus’ most evident shortcomings—sub-par photography performance—into a feature that is now increasingly acknowledged as a strength. Under Hasselblad’s guidance, the brand’s mobile cameras progressed considerably in terms of color calibration, image processing, and overall consistency. Nevertheless, with this chapter closed, OnePlus is determined to continue advancing these capabilities independently through the introduction of its in-house imaging system, known as the OnePlus DetailMax Engine.
The launch of the DetailMax Engine raises questions as to how closely it may resemble Oppo’s own recently unveiled Lumo Engine, which debuted in April alongside the release of the Find X8 Ultra. That particular flagship device has been highly praised within the industry for its exceptional camera quality, offering formidable competition in the premium smartphone arena. Observers and users alike will no doubt pay close attention to whether OnePlus’ forthcoming proprietary effort delivers results of a similarly impressive caliber.
Adding a further layer of complexity and intrigue to this situation, Oppo in July decided to extend its own partnership with Hasselblad, assuring consumers and industry watchers alike that a new jointly developed mobile imaging system would be introduced later this year. This divergence between the strategies of OnePlus and Oppo—two companies deeply interconnected by corporate ownership—makes the news even more puzzling. On one hand, Oppo is doubling down on its collaboration with Hasselblad, aiming for deeper integration, while on the other hand, OnePlus is charting a more independent course in imaging innovation. Reconciling these contrasting directions poses a challenge for those attempting to fully make sense of the strategic vision behind the brands’ decisions, leaving the industry curious as to how these parallel developments will co-exist in the years ahead.
Sourse: https://www.theverge.com/news/772369/oneplus-and-hasselblad-are-parting-ways
