OnePlus has officially confirmed the end of its five-year partnership with Hasselblad, marking the close of a collaboration that played a key role in shaping the company’s smartphone photography identity. The move signals a shift toward a new era, with OnePlus’s in-house “DetailMax Engine” set to debut with its next flagship device.
Looking Back at the Hasselblad Era
Since the launch of the OnePlus 9 in 2021, the partnership with Hasselblad focused on integrating the legendary camera brand’s color science and aesthetic approach with OnePlus’s computational photography capabilities. The goal was to deliver more true-to-life tones and a refined overall imaging experience. OnePlus now says that Hasselblad’s “refined aesthetic sense” has become part of its “imaging DNA.”
Introducing the OnePlus DetailMax Engine
As the company prepares to move beyond that collaboration, it is positioning the DetailMax Engine as the next milestone in mobile imaging. Built in response to user feedback calling for clearer photos and more detail even in zoomed-in shots, the system is expected to combine greater processing power with advanced algorithms. The focus, according to OnePlus, will be on producing images with depth, realism, and clarity while avoiding over-saturation or excessive beautification—issues that often plague smartphone cameras.
What to Expect from the Next Flagship
Although still in the early stages of testing, OnePlus claims the DetailMax Engine will set a new standard for image clarity in its class. The first phone to debut this technology is expected to be the upcoming OnePlus 15, which will arrive in 2025.
Interestingly, recent rumors suggest that in China—where OnePlus runs ColorOS—the system may appear under OPPO’s “Lumo Image Engine” branding. Globally, however, the DetailMax Engine will likely serve as the distinguishing nameplate.
Market Implications
This shift comes as part of a broader realignment within the BBK ecosystem. While OPPO has extended its own collaboration with Hasselblad for the Find X Series, OnePlus is building independence in imaging direction. The separation allows it to create a more unique identity in its flagship devices while still leveraging technological synergies from OPPO’s R&D.
The OnePlus 15 is expected to be the first real-world test of whether the DetailMax Engine can match—or exceed—the impact the Hasselblad partnership had for five years.