OnePlus Ends Hasselblad Partnership, Introduces In-House DetailMax Imaging Engine

OnePlus has officially ended its five-year collaboration with Hasselblad, marking the start of a new era in smartphone photography. The company is now focusing on its own in-house imaging system, the DetailMax Engine, which will debut with the upcoming OnePlus 15 and promises sharper, more realistic photos than ever before.

A Major Shift in OnePlus Camera Strategy

For years, OnePlus smartphones were often viewed as powerful all-rounders that lagged behind rivals in one key area: photography. That perception began to change in 2021 when the company announced a partnership with legendary Swedish camera maker Hasselblad. Starting with the OnePlus 9 Pro, this collaboration promised enhanced colour science and a more premium photography experience.

Over time, Hasselblad-branded cameras became a familiar feature of OnePlus flagships. The most recent device, the OnePlus 13, was widely praised for its imaging quality and even considered one of the best camera phones of 2025. Despite this success, OnePlus has now confirmed that the partnership has run its course.

Company co-founder Pete Lau explained that the cooperation was always meant to be a “planned chapter.” He stressed that while the collaboration helped elevate OnePlus in the smartphone camera space, the brand is ready to take the next step with an entirely self-developed imaging platform.

Short Summary Table

Introducing the OnePlus DetailMax Engine

The new in-house platform is called the OnePlus DetailMax Engine. According to Lau, this engine has been built from the ground up with a clear focus: to deliver images that are not only sharp but also true to life.

Lau emphasized that the days of artificially enhanced or over-processed mobile photos should be over. Instead, the DetailMax Engine is designed to harness computational photography in a more natural way. Its goals include:

• Unmatched realism: retaining authentic colour tones without heavy beautification.

• Depth and clarity: ensuring that fine details remain visible even after zooming in.

• True-to-life scenes: minimizing distortion so that captured images reflect what the human eye sees.

• Advanced computational processing: making use of AI and image algorithms for balanced results in challenging conditions.

He added that when users zoom into a shot taken with the DetailMax Engine, the sharpness and realism will speak for themselves.

OnePlus 15: First Device to Feature DetailMax

Although the DetailMax Engine has not yet debuted on a commercial device, Lau revealed he has already been testing an early prototype. This strongly suggests that the OnePlus 15, expected to launch in late 2025, will be the first flagship to feature the technology.

Notably, industry insiders had already predicted that the OnePlus 15 would arrive without Hasselblad branding. The official announcement now confirms those rumors.

Rumored Specifications of the OnePlus 15

Alongside its new imaging engine, the OnePlus 15 is expected to feature a significant hardware upgrade. While nothing has been officially confirmed beyond DetailMax, multiple leaks and reports point to the following:

• Cameras: A triple-lens system with 50 MP main, ultra-wide, and telephoto cameras. Some reports even suggest a 200 MP main sensor.

• Zoom and detail: Periscope telephoto technology delivering sharp results at higher magnifications.

• Display: A 6.7-6.78-inch flat OLED panel with 1.5K resolution and up to 165 Hz refresh rate.

• Processor: Qualcomm’s next-gen Snapdragon 8 Elite chip.

• Battery: A massive 7,000 mAh unit with 100–120 W wired fast charging and up to 50 W wireless charging.

• Design changes: A new square camera module, an ultrasonic fingerprint sensor, and a customizable side key dubbed the “Plus Key.”

• Durability: Enhanced IP68/69 water and dust resistance.

• Launch schedule: Likely unveiled in China in late 2025, followed by a global release in early 2026.

The End of an Era and a New Beginning

The conclusion of the Hasselblad partnership is not being seen as a setback but rather as a graduation point. OnePlus has integrated Hasselblad’s “refined aesthetic sense” into its design philosophy and imaging DNA, but now the company wants to take full ownership of its photography identity.

The move also differentiates OnePlus from Oppo, another brand under the same parent company BBK Electronics. Oppo recently renewed its own Hasselblad collaboration for its Find X series, while OnePlus has chosen to establish a fully in-house approach.

With DetailMax, OnePlus aims to control the full stack hardware, software, and algorithms so that its devices can compete more aggressively with industry leaders such as Apple, Samsung, and Google in the premium camera phone space.

Frequently Asked Questions

Q1. Why did OnePlus end its partnership with Hasselblad?

A. The collaboration was intended as a stepping stone to boost credibility. After five years, OnePlus decided to move toward a self-sufficient camera strategy through its DetailMax Engine.

Q2. Will future OnePlus phones still feature Hasselblad branding?

A. No. The OnePlus 15 and subsequent flagships will carry the in-house DetailMax system instead of Hasselblad co-branding.

Q3. What makes the DetailMax Engine different from previous OnePlus cameras?

A. It is designed to maximize realism and clarity, avoiding artificial enhancements. Images will remain sharp and natural, even at high zoom levels.

Q4. Which phone will launch the DetailMax Engine first?

A. The OnePlus 15 is widely expected to debut the new platform, likely launching in late 2025.

Q5. Does this mean Hasselblad is leaving the smartphone market?

A. No. Oppo continues to collaborate with Hasselblad for its premium Find X series, but OnePlus has chosen to go in a different direction.

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