OnePlus released a statement expressing its respect for the five-year partnership. It stated that Hasselblad’s refined aesthetic has become part of its imaging DNA. This partnership, which combined Hasselblad’s color science with OnePlus’ computational photography capabilities with the goal of delivering the most lifelike colors, has made a significant impact on the brand’s camera performance.
New Strategy: OnePlus DetailMax Engine Introduced
Looking forward, the company is reshaping its camera strategy based on user feedback. The company noted that users consistently demand “clear and realistic” results, especially when “pinching to zoom in on their photos.” It was announced that these demands prompted the decision to build a new imaging engine, the DetailMax Engine, from the ground up.
The new engine prioritizes delivering images without excessive beautification or distortion. This translates to images with “unparalleled depth and realism.” The company claims that the DetailMax Engine will utilize more processing power and advanced algorithms to capture and interpret more data. The goal is to set a new standard, particularly in detail and clarity.
OnePlus is making quite the statement, with a prototype of the new engine still in the early stages of testing. The company expressed confidence that its next flagship phone, expected to be the OnePlus 15, will “set a new standard for clarity in its class.”
This news highlights an interesting dynamic in the market. OnePlus’s move comes on the heels of its parent company OPPO’s decision to expand its partnership with Hasselblad for its flagship Find Series.
There are also rumors that OPPO will use a technology called the “Lumo Image Engine” for the OnePlus 15, which runs the ColorOS operating system in China. This is… The “DetailMax Engine” raises the possibility that the same technology could be a branding strategy for global markets outside of China.
This strategic shift by OnePlus signals a shift in the brand’s camera philosophy from a color-focused collaboration to a technology focused entirely on detail and clarity, all under its control. We will see the first fruits of this new era with the OnePlus 15.
