OnePlus just made a big change to its camera strategy

OnePlus and Hasselblad have been working together since the launch of the OnePlus 9 series in 2021 to enhance the cameras on OnePlus’ flagship phones. Every flagship model in the US since then, up to the latest OnePlus 13, has featured Hasselblad image tuning and branding. However, rumors earlier this year suggested that this partnership might end before the launch of the OnePlus 15. Those rumors proved to be correct.

In a recent post on the OnePlus community forums, OnePlus CEO Pete Lau announced that the company’s five-year partnership with Hasselblad is coming to a close. OnePlus is now embarking on a new adventure to develop its own in-house imaging engine, called the OnePlus DetailMax Engine.

If you’re not familiar with Hasselblad, it’s a Swedish camera company known for its high-quality cameras and professional image tuning. Over the past five years, it has arguably helped transform OnePlus’ cameras into one of its greatest strengths. Now, OnePlus is taking a bold step to go solo.

“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,” said OnePlus CEO Pete Lau.

OnePlus is taking a different approach than Oppo

The next flagship from OnePlus might be the OnePlus 15, not the OnePlus 14

What makes this announcement so interesting is that OnePlus’ parent company, Oppo, announced in July that it is extending its partnership with Hasselblad to continue “co-developing their next-generation mobile imaging system.”

So while Oppo and Hasselblad are continuing their work, its subsidiary OnePlus is going at it alone with its new OnePlus DetailMax Engine. However, OnePlus CEO Pete Lau did point out that “Hasselblad’s refined aesthetic sense is now part of our imaging DNA, woven into every future OnePlus camera.” So there will still be hints of Hasselblad’s past work in future OnePlus devices.

As for what the OnePlus DetailMax Engine entails, Lau didn’t spill too many details on it, other than saying it is being built to “deliver the clearest and most real photos on a smartphone,” and use “computational imaging to present scenes as they truly are, without over-beautification or distortion.”

Lau says the OnePlus DetailMax Engine is still in its early testing stages, but by launch, he is optimistic that the camera “will set a new standard for clarity in its class.” While Oppo is partnered with Hasselblad, it still has its own separate in-house imaging engine called the Lumo Imaging System, which made its debut on the Oppo Find X8 Ultra in April, so it will be interesting to see how the OnePlus DetailMax engine compares to it.

Leaks suggest the first OnePlus device to use the new OnePlus DetailMax Engine will be the OnePlus 15. It is rumored to launch in China by the end of the year and worldwide in the new year, following a similar release cycle to the OnePlus 13. If you’re wondering why OnePlus might be skipping the OnePlus 14 and go directly to the OnePlus 15, it is likely because the number four is considered unlucky in China, where OnePlus is based.

While I’m sad to see the collaboration between OnePlus and Hasselblad end, I am very eager to see how the OnePlus DetailMax Engine performs. I like the cameras on the OnePlus 13, and it would be disappointing if the OnePlus 15 falls behind in quality. Hopefully, this new imaging engine from OnePlus can prove its worth and produce shots that are equal to, if not better than, those from the OnePlus 13.