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OnePlus breaks from Hasselblad, pivots to in-house imaging
OnePlus has confirmed the end of its collaboration with legendary camera maker Hasselblad. Since the OnePlus 9 series, Hasselblad's branding and image tuning influenced the color science and camera profiles on OnePlus flagships. Now, OnePlus CEO Pete Lau has announced a strategic shift: the company is developing its own imaging technology called the DetailMax Engine.
What is the DetailMax Engine?
The DetailMax Engine is OnePlus's new computational imaging platform built on advanced algorithms and machine learning. According to Pete Lau, DetailMax will usher in a "new era of computational imaging" for OnePlus devices, delivering "images with unmatched depth and realism." Early prototype testing by Lau reportedly produced impressive results in detail preservation, dynamic range, and natural color rendering.
Key features and expected benefits
- Advanced image processing algorithms for improved sharpness and texture.
- Enhanced depth perception and natural-looking bokeh through software-driven computational photography.
- Optimized HDR and low-light performance via neural processing and multi-frame stacking.
- Tighter hardware-software integration that aims to reduce noise without oversmoothing.
How DetailMax compares to the Hasselblad partnership
Hasselblad provided OnePlus with signature color tuning and camera profiles, elevating perceived image quality and brand prestige. DetailMax shifts the focus to proprietary algorithms and in-house imaging research. While Hasselblad emphasized calibrated color science, DetailMax promises a broader set of computational tools—depth mapping, AI noise reduction, and algorithmic texture recovery—that are tightly optimized for OnePlus hardware.
Use cases and market relevance
For mobile photographers and prosumers, DetailMax aims to improve everyday shooting: better portrait separation, more natural skin tones, and superior low-light captures. For content creators, improved dynamic range and texture fidelity mean fewer corrections in post-production. Strategically, the move strengthens OnePlus's IP in imaging at a time when smartphone camera innovation is a primary differentiator in the competitive flagship market.
What about Hasselblad on other phones?
OnePlus's parent company, Oppo, recently renewed its own partnership with Hasselblad. That means Hasselblad-backed imaging will continue to appear on upcoming Oppo Find X9 series devices even as OnePlus develops its independent DetailMax Engine.
Expect the DetailMax Engine to debut on the OnePlus 15, with the company highlighting improved algorithms and a commitment to delivering "images with unmatched depth and realism." For consumers and industry watchers, this transition signals OnePlus's ambition to own more of its imaging stack while the broader brand ecosystem retains ties with Hasselblad through Oppo.
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