OnePlus, agreement with Hasselblad for a new generation of cameras

Rome, 8 March (

OnePlus and the historic Swedish camera brand Hasselblad they will work together to jointly develop the next generation of smartphone cameras of the Chinese brand’s future flagships. Thanks to this agreement, the next series of OnePlus phones,
that will be presented to the public on 23 March
, will see the software solution supplied ‘Hasselblad Camera for Mobile’. The company led by Pete Lau announced for the occasion a three-year investment plan of over $ 150 million, which will last as long as the agreement with Hasselblad, aimed at further consolidating mobile imaging capabilities.

“OnePlus has always prioritized offering its customers a premium user experience. Starting in 2021, we are committed to significantly improving the camera experience thanks to the collaboration with a truly legendary partner: Hasselblad, “he commented Lau. “With OnePlus’ top-of-the-line computational hardware and photography and Hasselblad’s rich aesthetic knowledge in traditional photography – added the CEO and founder of the smartphone brand – I’m sure the OnePlus 9 Series will represent a big step forward in the our camera offering from our flagships “.

As he added Jon Diele, vice president of Hasselblad, “we believe in the power of images and our mission is to continue pushing the boundaries of imaging technology. It is with this clear goal in mind that Hasselblad is happy to work together with OnePlus, an innovative company who shares with us the same vision and passion for technology. By partnering with OnePlus, we want to make Hasselblad’s iconic design and exceptional image quality available to an even wider audience, to share our passion for photography with the world. “

The first technical result of the agreement between Hasselblad and OnePlus is the advanced color calibration, developed by four hands. The ‘Natural Color Calibration with Hasselblad’ aims to bring more accurate and natural colors to photos taken with the cameras of OnePlus flagships and the Hasselblad Pro Mode allows a large number of controls over the shot. In addition, 12-bit raw format can be used.

The three-year plan, on the other hand, involves the development of four major research and development laboratories around the world, including two innovative imaging labs based in the United States and Japan; the implementation of new imaging technology areas for smartphones, such as a panoramic camera with a 140-degree field of view, T-lens technology for lightning-fast focus in the front camera and a free-form lens, which will be introduced for the first time time on the OnePlus 9 series and that eliminates edge distortion in ultra-wide photos.

“Today is the biggest day ever for OnePlus cameras and, more importantly, for OnePlus users around the world. With our long-term commitment to invest even more in R&D and imaging technologies at the cutting edge, we are poised to establish ourselves as the new leader in mobile photography, “he said Children Liu, OnePlus coo & Head of Research and Development.


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