OnePlus Splits with Hasselblad, Unveils New DetailMax Imaging Engine
Shenzhen, China – OnePlus today announced the end of its five-year partnership with Hasselblad, marking a meaningful shift in the company’s camera strategy.Simultaneously, the smartphone manufacturer revealed it is indeed developing its own in-house imaging engine, the DetailMax Engine, signaling a move towards greater control and customization of its camera experience.
The collaboration, which began in 2021 with the launch of the OnePlus 9 and 9 Pro, aimed to integrate Hasselblad’s color science expertise with OnePlus’s engineering and computational photography capabilities. While the partnership is concluding, OnePlus states that “Hasselblad’s refined aesthetic sense” has become ingrained in its imaging approach and will continue to influence future OnePlus cameras. This change positions OnePlus to independently refine its image processing, potentially leading to a more distinct visual signature across its product line.
The DetailMax Engine, built “from the ground up,” leverages computational photography to deliver images that prioritize realism, aiming to “present scenes as they truly are, without over-beautification or distortion.” The company’s next flagship phone will be the first to feature the new engine, representing a key step in OnePlus’s long-term imaging roadmap. This move allows OnePlus to tailor its camera technology specifically to its user base and evolving market demands, rather than relying on a third-party partnership.
Source: https://community.oneplus.com/thread/1900250129764450306
