OnePlus announces 3-year partnership with Hasselblad, reveals 9 Series smartphone launch details: Digital Photography Review


Smartphone manufacturer OnePlus has announced it’s partnering with Swedish camera manufacturer Hasselblad to ‘co-develop the next generation of smartphone camera systems’ inside OnePlus’ mobile devices, including the new OnePlus 9 Series, which will launch on March 23.

The partnership is a three-year deal that will see Hasselblad work alongside OnePlus to improve the camera technology inside its flagship smartphones. OnePlus says the partnership will start ‘with software improvements including color tuning and sensor calibration, and extending to more dimensions in the future.’

OnePlus says the first fruits of the partnership is a new color science technology it calls ‘Natural Color Calibration with Hasselblad.’ OnePlus says it’s worked for months with Hasselblad to fine-tune the color science of its smartphone images to deliver more perceptually-accurate and natural-looking colors to images taken with flagship OnePlus devices.

Another improvement already in the works is a revamp of the camera interface in OnePlus devices. New OnePlus smartphones will eschew the previous first-party camera app design for a new experience called ‘Hasselblad Camera for Mobile,’ which ‘allows for an unprecedented amount of control for professional photographers to fine-tune their photos, with the ability to adjust ISO, focus, exposure times, white balance, and more,’ according to OnePlus.

Within the new Hasselblad Camera for Mobil will be ‘Hasselblad Pro Mode, which is effectively a 12-bit Raw capture mode. It’s unknown at this time whether this will be a standard Raw capture or a more AI-powered approach akin to Apple’s ProRAW technology.

OnePlus isn’t the first smartphone manufacturer Hasselblad has teamed up with over the years. Unfortunately though, despite Hasselblad’s impressive legacy as a camera manufacturer, its mobile partnerships haven’t resulted in any ground-breaking technology — although its True Zoom Moto Mod was a unique offering.

OnePlus hasn’t revealed all the specifications of its forthcoming 9 Series devices, but has confirmed it will use a customized variant of Sony’s IMX789 sensor, which OnePlus calls ‘the largest and most advanced main camera sensor ever on a OnePlus device.’ The first 9 Series devices will be announced on March 23 at 10am ET on OnePlus’ launch website.



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