Efter fem års samarbejde mellem OnePlus og Hasselblad, en førende producent af mellemformatkameraer og objektiver, annoncerer OnePlus nu, at partnerskabet officielt afsluttes.
I et personligt brev til OnePlus-fællesskabet takker CEO Pete Lau Hasselblad for et godt samarbejde, der har sat varige spor i OnePlus’ billede-DNA. Beslutningen markerer samtidig et nyt kapitel for OnePlus’ kamerateknologi og fremtidige produktudvikling, da virksomheden fremover vil satse fuldt ud på egenudviklet kamerateknologi under navnet OnePlus DetailMax Engine.
OnePlus DetailMax Engine er udviklet til at levere de mest klare og virkelighedstro billeder på en smartphone.
Du kan læse meddelelsen fra Pete Lau her:
When we set out to build the most reliable camera system in the world, we had a simple belief: a great camera isn’t about stacking specs or adding the biggest lens. It’s about capturing moments the way you remember them. Clear, natural, real.
That has always been our philosophy at OnePlus. Hardware matters, of course, but the real magic comes when hardware and software work together to deliver authenticity. That’s why we’ve spent years pushing both, and why we sought out partners who shared our obsession with precision and detail.
In Hasselblad, we found exactly that partner.
For five years, we worked side by side, blending Hasselblad’s legendary color science with OnePlus engineering and computational photography. We fine-tuned colors until they felt like real life, debated endlessly over the right shade of blue, and spent nights in the lab chasing the perfect balance of light and shadow.
Together, we helped millions capture moments exactly as they remembered them.
Those years were more than a partnership, they were a masterclass. Hasselblad’s refined aesthetic sense is now part of our imaging DNA, woven into every future OnePlus camera.
With this planned chapter complete, we enter the next phase of our imaging evolution. And just like every great photograph, this moment is about more than what you see in the frame, it’s about the story still unfolding.
Because this is not the end. It’s the beginning of our next adventure.
Now, we are building our own imaging engine, OnePlus DetailMax Engine, designed not just to capture the world but to reveal it in entirely real and clear ways.
This clarity and authenticity isn’t just our goal, it comes from our users. It comes from You! Over the past year, I was personally involved in extensive user interviews, from casual conversations to detailed focus groups, all over the world. The message was consistent: our users want images that are clear and real. Most don’t care about technical jargon, but they know the first thing they do is pinch to zoom in on their photos. That’s where the camera really gets judged.
This insight guided us as we are stepping into a new era of computational imaging. Computational photography has evolved significantly. It’s no longer about creating artificial enhancements or showing you a “fake” moon that never existed. Now, with greater processing power and advanced algorithms, we can capture and interpret vastly more data, delivering images with unmatched depth and realism.
That’s why we’re building the OnePlus DetailMax Engine. Designed from the ground up to deliver the clearest and most real photos on a smartphone, it harnesses the full potential of computational imaging to present scenes as they truly are, without over-beautification or distortion. The moment you zoom in on a photo, you’ll understand why I’m confident you’ll love the results.
I’m already testing a very early prototype myself. While it’s still early and there’s plenty of tuning ahead, the initial results are already promising. This progress fuels my conviction that by launch, our camera will set a new standard for clarity in its class.
To Hasselblad: thank you for your craft, your trust, and for showing us the heights passion and precision can reach. This partnership has delivered on every promise and objective we set and as we wrap up this chapter, our respect for your craft remains as strong as ever. Looking ahead, we’re open and excited to new opportunities, whether in imaging or reimagining what’s possible for mobile photography.
To our Community: thank you for being the reason we keep pushing. Our commitment to imaging isn’t holding steady, it’s intensifying. Every photo today represents tens of thousands of hours of refinement. All so that when you pull out your OnePlus, you won’t miss your moment.
The best moments of this journey are still ahead. And now, more than ever, we’re ready for them. Let’s capture them together.
Stay tuned and look forward to our next flagship with OnePlus DetailMax Engine, it is everything you asked for and more.
Never Settle
Pete