OnePlus Ends Hasselblad Partnership, Introduces New DetailMax Engine

It was a huge frenzy back in early 2021 when OnePlus announced its deal with camera maker Hasselblad. 

But like they say, every thing that has a beginning must come to an end someday.  

The end day for OnePlus and Hasselblad has come, after five years of cooperation.

This will definitely change the trajectory of the brand for years to come.

This news was confirmed by the company when they announced their new devices.

The OnePlus 15 will no longer come with Hasselblad branding.

However, it will feature their own imaging technology, which is the OnePlus DetailMax Engine.

OnePlus co-founder Pete Lau revealed the news in an official blog post. 

He described the partnership with Hasselblad as a “planned chapter” that has now come to a close.

Lau explained that the new DetailMax Engine is designed to deliver images that are as true-to-life as possible.

He shared that many users he spoke to around the world said they valued clear and realistic photos over flashy effects.

“The first thing people do is zoom in on their photos,” Lau said, noting that this is where users judge a camera’s quality.

The DetailMax Engine will focus on keeping photos sharp and natural, avoiding unnecessary beauty filters or fake enhancements.

Lau stated that with the way computational photography has improved, capturing photos with amazing depth and realism is now possible.

He said that the DetailMax Engine is still in the development stage, but will leverage this technology.

OnePlus has stated that the aim of this technology is not to produce images that are unreasonably edited, but to preserve the originality of the image.

Lau went on to say that he is testing a prototype of the new camera structure and that the OnePlus 15 may be the first device to come with this technology, as rumours have it that the new OnePlus flagship devices will not come with Hasselblad branding.