The tuning of Hasselblad on OnePlus smartphones represents a notable collaboration that has shaped OnePlus's camera experience from the OnePlus 9 series through the OnePlus 13. This partnership primarily revolved around Hasselblad's expertise in color science and image tuning, which differentiated OnePlus phones with a signature photographic style that stands out for vibrant yet realistic color reproduction and balanced contrast. However, with the arrival of the OnePlus 15, OnePlus officially ended its five-year collaboration with Hasselblad, marking a significant shift in how the company approaches camera tuning and image processing.
The Hasselblad tuning on OnePlus devices was characterized by a distinct color science developed collaboratively to produce punchier colors that maintain natural but striking aesthetics. Hasselblad's involvement helped OnePlus phones deliver an image style that preserved shadows and contrast effectively without over-saturating colors, avoiding the extremes seen in competitor camera systemsâSamsung often leaning toward vibrant oversaturation and Google's Pixel toward flatter, more natural but less contrast-rich photos. Reviews of OnePlus phones with Hasselblad tuning, like the OnePlus 13, frequently praised this approach for producing photos that were pleasing and eye-catching, with enough drama in the images to appeal to users wanting visually impressive results without straying too far from realism.
Beyond color tuning, the Hasselblad partnership gave rise to specialized camera modes and features such as 'Master Mode' and 'XPAN' mode. XPAN mode, in particular, is a unique photographic feature inspired by Hasselblad's analog camera legacy, allowing users to capture ultra-wide panoramic images with rich detail. Such modes added creative options that bolstered OnePlus's appeal to photography enthusiasts. The Hasselblad brand also lent a sense of quality and craftsmanship, with the recognized âHâ logo appearing on the back of OnePlus devices featuring this tuning, symbolizing the integration of professional camera expertise.
The transition with the OnePlus 15 brought an end to this partnership. OnePlus announced the launch of its own proprietary imaging engine called the "DetailMax Engine," which replaces the Hasselblad co-developed tuning. This shift was described by OnePlus as moving towards an imaging system designed to emphasize clarity, natural colors, and realistic detail. The company's focus with the DetailMax Engine is on delivering the clearest, most faithful photos on a smartphone, reflecting a philosophy that prioritizes image sharpness and realness over stylized enhancements or overly artistic interpretations.
OnePlus co-founder Pete Lau has emphasized that users often judge the quality of photos by zooming in to check details, which motivates the company to enhance image clarity and accuracy. The new engine is described as combining strong hardware with intelligent software and computational photography techniques, aiming to capture scenes as they appear to the naked eye while minimizing artificial enhancements or beautification effects that were present in some previous computational photography systems.
The end of Hasselblad tuning means certain Hasselblad-branded camera features may not carry over to the OnePlus 15. This includes the potential discontinuation of modes like XPAN, which was one of the most creatively satisfying features for users fond of the Hasselblad collaboration. Furthermore, the signature Hasselblad color science that lent OnePlus images their warm yet vivid aesthetic is no longer a guaranteed presence in the OnePlus 15's camera system.
Reception around this change has been mixed. Some users and critics express concern that the removal of Hasselblad's distinct color science might result in a loss of the unique style that set OnePlus cameras apart. Others are cautiously optimistic about the potential of the DetailMax Engine to outperform previous efforts by leveraging years of internal development and lessons learned from Hasselblad's collaboration. Some observers note that companies like Huawei have successfully transitioned from Leica partnership to their self-developed XMAGE engine, suggesting that OnePlus's move towards self-sufficiency in image processing could yield positive results if executed well.
Additionally, OnePlus's parent company Oppo has renewed its own partnership with Hasselblad, indicating that Hasselblad's influence in this ecosystem persists but may not extend to the OnePlus brand for now. This divergence could imply differing strategies within affiliated companies, with OnePlus focusing on building a proprietary imaging ecosystem while Oppo retains Hasselblad expertise.
Design-wise, the OnePlus 15 also marks a visual departure from previous models, with rumors indicating a new square matrix-style camera module housing three 50-megapixel sensors, including a periscope zoom lens. This new design contrasts with the circular and more compact modules of the OnePlus 13, potentially signaling a new aesthetic direction coinciding with the overhaul of camera technology and tuning philosophy.
In conclusion, the Hasselblad tuning on OnePlus devices was marked by a distinctive partnership that brought professional-grade color science and unique camera features to OnePlus flagships for about five years, contributing significantly to the brand's appeal to photography enthusiasts. The OnePlus 15 abandons this partnership in favor of the in-house DetailMax Engine, focusing on delivering clear, natural, and realistic images through advanced computational photography. This marks a critical turning point for OnePlus's camera experience, moving away from the signature Hasselblad style and towards a new, proprietary interpretation of mobile photography. Whether this new approach will resonate as strongly or surpass the prior Hasselblad collaboration remains a significant point of interest for users and reviewers alike.