OnePlus has officially confirmed the end of its partnership with Swedish camera manufacturer Hasselblad, marking a new chapter in its mobile photography strategy. The company announced it is developing its own proprietary imaging system, the DetailMax Engine, which is expected to debut with its upcoming flagship smartphone, likely the OnePlus 15.
The news, long rumored in technology circles, was confirmed by CEO Pete Lau in a post on the brand’s official user forum. Lau emphasized the positive impact of the three-year collaboration with Hasselblad, noting that it had helped refine OnePlus’s photographic identity and integrate the camera maker’s sense of aesthetics into the company’s DNA. According to him, the partnership provided the confidence needed to embark on what he described as OnePlus’s “next adventure.”
That next step is the DetailMax Engine, a proprietary computational photography solution designed to enhance sharpness and realism in images. Unlike traditional processing systems that often overemphasize beautification or introduce distortions, the DetailMax Engine promises a new level of clarity while preserving natural details. Lau revealed that early prototypes are already being tested and, while further refinements are needed, initial results are promising. He expressed confidence that the technology will establish a new benchmark in image clarity once it becomes available to consumers.
The upcoming flagship—expected to be the OnePlus 15—will likely be the first device to showcase this new system. Based on the company’s release history, the phone is anticipated to launch in China around October before expanding to other markets.
The partnership between OnePlus and Hasselblad began in 2021 with the OnePlus 9 series, part of a broader industry trend where smartphone makers sought collaborations with established camera companies to enhance their devices’ imaging performance. For OnePlus, the alliance was a significant differentiator, helping elevate the brand’s reputation in mobile photography. The conclusion of this partnership raises questions about whether other smartphone manufacturers will continue pursuing similar collaborations or opt, like OnePlus, to invest in proprietary imaging technologies.
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