Today OnePLus is officially announcing a close partnership with Hasselblad that lasts for an initial 3 years.
First revealed through the leaked renders of the OnePlus 9, the company is finally going to take the serious route for its flagship models and equip them with world-class lenses and software after being “not so serious” by gaining a foothold in the mid to entry-level market despite backlash from its user base. On the other hand, Hasselblad has been an industry leader in the camera sector for a very long time with loads of experience and infrastructure ready to serve the mobile market.
Hasselblad will also be assisting OnePlus in software and algorithm optimizations such as color tuning and sensor calibration as starters with more to come in the future. As such, the OnePlus 9 will have the collaboration’s first solution equipped to it – the Natural Color Calibration profile that will be used as a base calibrating standard starting this generation. The Pro Mode in the camera function will be carrying the Hasselblad brand which provides additional adjustments and greater control over every bit of the photograph settings for fine-tuning with support of 12-bit RAW format for vivid colors and HDR that is greatly appreciated and a requirement for all professional use case.
Out of all of these collaborated efforts, OnePlus reportedly committed to a USD150 million investment for camera tech alone to really spice up its devices to become the apex of the smartphone world. Might be a good business strategy to let the pros handle what they’re best at instead of relying on self R&D which is time and capital consuming.
While the OnePlus 9 is definitely confirmed to feature the camera giant’s offerings, OnePlus also stated that future devices will also be included as well, so I guess the inevitable OnePlus 10 and 11 are given a verbal teaser in this context? But speaking of OnePlus 9, the global launch event is scheduled to be live-streamed on Facebook and Instagram at 10p.m March 23, Malaysia time and we’ll surely get some pricing info as well.
And lastly, will the Hasselblad co-created solution be integrated into OnePlus’s future mid-ranger and entry-level devices as well? Share your thoughts!
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