OnePlus ends 5‑year partnership with Hasselblad and unveils “DetailMax Engine” plans
OnePlus has confirmed it is ending its five-year collaboration with Hasselblad and is developing its own proprietary imaging system, dubbed the DetailMax Engine. The company praised Hasselblad’s influence on its imaging DNA while announcing the split, saying the camera maker’s “obsession with precision and detail” has been woven into future OnePlus cameras.
Key points
- OnePlus and Hasselblad are ending their partnership after five years.
- OnePlus is developing an in-house imaging system called the DetailMax Engine. CEO Pete Lau said he’s testing early prototypes.
- Oppo — OnePlus’ parent company — is continuing its work with Hasselblad and recently extended that partnership in July.
Quotes
“Hasselblad’s refined aesthetic sense is now part of our imaging DNA, woven into every future OnePlus camera.” — OnePlus (official blog)
OnePlus CEO Pete Lau: the DetailMax Engine was “designed from the ground up to deliver the clearest and most real photos on a smartphone.”
Context
The collaboration originally began with the OnePlus 9 and 9 Pro and the Hasselblad badge has appeared on higher‑end OnePlus devices since. Reports indicate the Hasselblad badge may disappear on upcoming OnePlus flagships, while Oppo devices remain partnered with Hasselblad.
Sources & further reading
- Official OnePlus site: https://www.oneplus.com
- Oppo official site: https://www.oppo.com
- Coverage from The Verge and other tech outlets (search their sites for the latest articles).
If you want, I can update this post with direct article links and additional source citations.
What do you think: can OnePlus reach Hasselblad-level tuning with its own system? Share your thoughts below.