In early September 2025, OnePlus officially announced the conclusion of its five-year partnership with the famed camera manufacturer Hasselblad. Starting with the OnePlus 9 series in 2021, this collaboration aimed to elevate OnePlus’s camera performance through colour science and co-developed imaging algorithms. Now, OnePlus is charting a new path with its in-house imaging technology, the DetailMax Engine, signaling both the end of a chapter and the beginning of its independent imaging journey.
1. Timeline of the Partnership
| Year | Event |
|---|---|
| 2021 | OnePlus begins collaboration with Hasselblad; initiative starts with OnePlus 9 series |
| 2021–2025 | Hasselblad branding and imaging tuning featured across OnePlus flagships, improving camera quality |
| September 2025 | OnePlus CEO Pete Lau announces the “planned chapter” with Hasselblad is complete and reveals the upcoming DetailMax Engine |
| Future | OnePlus plans to debut its DetailMax Engine in the upcoming flagship, with Hasselblad branding phased out |
2. Why the Split? OnePlus Goes Solo
OnePlus describes this phase as a “planned chapter complete,” highlighting that the initial goal—to master color science and computational photography with Hasselblad—has been achieved.
Key motivations include:
- User preference for authenticity: Users consistently stated they want “images that are clear and real,” with zoom-in quality being the most telling test of a camera’s capability.
- Advancements in computational imaging: It is now feasible to deliver “unmatched depth and realism,” giving OnePlus confidence in going independent.
- Independence and brand autonomy: With its own imaging technology, OnePlus gains full control over camera development, potentially speeding up innovation and differentiation from its competitors.
3. What is the DetailMax Engine?
The DetailMax Engine is OnePlus’s new proprietary imaging system, positioned as a replacement for Hasselblad’s software tuning.
Key highlights:
- Focuses on clarity, detail, and realism, rather than artificial enhancements
- Harnesses computational photography to preserve the authenticity of photos even when zoomed in
- Early prototypes reportedly show “very promising” results, though the engine is still in development
4. What’s Next for OnePlus Flagships?
- The OnePlus 15 is expected to be the first phone utilizing the new DetailMax Engine, with no Hasselblad branding.
- Rumored features for OnePlus 15 include a triple 50 MP camera system, improvements in low-light performance, dynamic range, and skin tone accuracy, powered by a Snapdragon 8 Elite 2 chip.
- Meanwhile, Oppo—OnePlus’s parent company—has renewed its partnership with Hasselblad and continues to explore its own Lumo engine, creating a divergence in camera strategies between the two brands.
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5. Fan Reactions
Some fans shared poignant remarks online:
“Hasselblad is what made me try the OP9… In the last 3 years the only time I used my full frame camera was for a trade show.”
“All of these partnerships with name brands in the camera world are all marketing BS… If you like OnePlus’s cameras now, they will very likely be very much the same in the coming versions.”
Source – Reddit
These reflect both admiration for improvements thus far, and skepticism about how much branding truly impacted camera quality.
Conclusion
OnePlus’s decision to end its partnership with Hasselblad marks a symbolic and technical turning point. After five years of fruitful collaboration, the company is now aiming for autonomy through the DetailMax Engine—an imaging system designed to deliver realism, clarity, and detail. With new flagships on the horizon, including an expected OnePlus 15 model, the brand is poised to redefine its camera capabilities on its own terms.
In early September 2025, OnePlus officially announced the conclusion of its five-year partnership with the famed camera manufacturer Hasselblad. Starting with the OnePlus 9 series in 2021, this collaboration aimed to elevate OnePlus’s camera performance through color science and co-developed imaging algorithms. Now, OnePlus is charting a new path with its in-house imaging technology, the DetailMax Engine, signaling both the end of a chapter and the beginning of its independent imaging journey.
1. Timeline of the Partnership
| Year | Event |
|---|---|
| 2021 | OnePlus begins collaboration with Hasselblad; initiative starts with OnePlus 9 series |
| 2021–2025 | Hasselblad branding and imaging tuning featured across OnePlus flagships, improving camera quality |
| September 2025 | OnePlus CEO Pete Lau announces the “planned chapter” with Hasselblad is complete and reveals the upcoming DetailMax Engine |
| Future | OnePlus plans to debut its DetailMax Engine in the upcoming flagship, with Hasselblad branding phased out |
2. Why the Split? OnePlus Goes Solo
OnePlus describes this phase as a “planned chapter complete,” highlighting that the initial goal—to master color science and computational photography with Hasselblad—has been achieved.
Key motivations include:
- User preference for authenticity: Users consistently stated they want “images that are clear and real,” with zoom-in quality being the most telling test of a camera’s capability.
- Advancements in computational imaging: It is now feasible to deliver “unmatched depth and realism,” giving OnePlus confidence in going independent.
- Independence and brand autonomy: With its own imaging technology, OnePlus gains full control over camera development, potentially speeding up innovation and differentiation from its competitors.
3. What is the DetailMax Engine?
The DetailMax Engine is OnePlus’s new proprietary imaging system, positioned as a replacement for Hasselblad’s software tuning.
Key highlights:
- Focuses on clarity, detail, and realism, rather than artificial enhancements
- Harnesses computational photography to preserve the authenticity of photos even when zoomed in
- Early prototypes reportedly show “very promising” results, though the engine is still in development
4. What’s Next for OnePlus Flagships?
- The OnePlus 15 is expected to be the first phone utilizing the new DetailMax Engine, with no Hasselblad branding.
- Rumored features for OnePlus 15 include a triple 50 MP camera system, improvements in low-light performance, dynamic range, and skin tone accuracy, powered by a Snapdragon 8 Elite 2 chip.
- Meanwhile, Oppo—OnePlus’s parent company—has renewed its partnership with Hasselblad and continues to explore its own Lumo engine, creating a divergence in camera strategies between the two brands.
5. Fan Reactions
Some fans shared poignant remarks online:
“Hasselblad is what made me try the OP9… In the last 3 years the only time I used my full frame camera was for a trade show.”
“All of these partnerships with name brands in the camera world are all marketing BS… If you like OnePlus’s cameras now, they will very likely be very much the same in the coming versions.”
These reflect both admiration for improvements thus far, and skepticism about how much branding truly impacted camera quality.
Conclusion
OnePlus’s decision to end its partnership with Hasselblad marks a symbolic and technical turning point. After five years of fruitful collaboration, the company is now aiming for autonomy through the DetailMax Engine—an imaging system designed to deliver realism, clarity, and detail. With new flagships on the horizon, including an expected OnePlus 15 model, the brand is poised to redefine its camera capabilities on its own terms.