After four years of collaboration, OnePlus has officially ended its partnership with Hasselblad, announcing an ambitious in-house imaging solution that could redefine smartphone photography. Here’s what this major shift means for OnePlus users.
Table of Contents
The End of an Era: OnePlus-Hasselblad Partnership Timeline
| Year | Milestone |
|---|---|
| 2021 | Partnership begins with OnePlus 9 series |
| 2021-2024 | Natural Color Calibration development |
| 2022-2024 | Hasselblad branding on camera modules |
| September 2025 | Partnership officially ends |
Source: OnePlus Community announcement
What OnePlus Achieved with Hasselblad
The collaboration wasn’t just about branding – it delivered tangible improvements. The partnership focused heavily on color science, leading to “Natural Color Calibration with Hasselblad,” where engineers “debated endlessly over the right shade of blue.” This meticulous attention to detail became a hallmark of OnePlus cameras from the 9 series onward.
Key Partnership Achievements:
- Enhanced color accuracy across lighting conditions
- Professional camera app interface with orange shutter button
- Improved dynamic range and natural skin tones
- Hasselblad branding lending premium appeal
Introducing OnePlus DetailMax Engine
OnePlus isn’t just ending the partnership – they’re launching something potentially bigger. The new in-house imaging engine called “OnePlus DetailMax Engine” is “designed from the ground up to deliver the clearest and most real photos on a smartphone.”
DetailMax Engine Features (Expected)
| Feature | Benefit |
|---|---|
| Computational Imaging | Enhanced detail in all lighting |
| Scene Recognition | Natural color reproduction |
| AI Processing | Real-time optimization |
| Cross-Device Integration | Consistent experience across OnePlus lineup |
When to Expect DetailMax Engine
The engine is currently in early prototype phase but should debut in OnePlus’s next flagship – likely the OnePlus 15 (since OnePlus may skip OnePlus 14 due to cultural superstitions around the number 4).
Expected timeline:
- October 2025: China launch
- January 2026: Global rollout
- Integration: OnePlus 15 series debut
Why OnePlus Made This Move
Going in-house offers several advantages:
- Complete control over imaging pipeline
- Faster innovation cycles without external dependencies
- Cost savings from eliminated licensing fees
- Unified vision across all OnePlus devices
For insights into how this compares to other manufacturers’ camera strategies, explore our smartphone camera evolution analysis and flagship imaging comparisons.
Impact on Existing OnePlus Users
Current OnePlus 9, 10, 11, 12, and 13 series users will continue receiving Hasselblad-tuned camera updates through existing support cycles. The transition to DetailMax Engine will be gradual, likely starting with the OnePlus 15 series.
Bottom Line
OnePlus’s decision to ditch Hasselblad signals confidence in their engineering capabilities. If DetailMax Engine delivers on its promises of “clearest and most real photos,” this could mark OnePlus’s return to being a true flagship killer – not just in performance, but in camera quality too.
The smartphone camera wars just got more interesting.
