For the past few years, OnePlus smartphones have stood out not only for their performance but also for their camera systems, thanks to a high-profile partnership with Swedish camera giant Hasselblad. That collaboration, first announced in 2021 with the launch of the OnePlus 9 series, brought professional-grade tuning, color science, and new filters to OnePlus phones. But now, less than five years later, the partnership is coming to an end.
In its place, OnePlus is introducing its own in-house imaging solution called DetailMax, which the company claims will set new standards for mobile photography. With the upcoming OnePlus 15 tipped as the first smartphone to showcase this technology, the brand is taking a bold step towards independence in imaging innovation.
This article breaks down what this change means, how DetailMax works, and what to expect from the upcoming OnePlus 15.
End of the Hasselblad Partnership
When OnePlus first teamed up with Hasselblad in 2021, it was seen as a major step for the brand. At that time, OnePlus phones were considered excellent performers in terms of speed and design, but their cameras often lagged behind rivals like Samsung, Apple, and Google. Hasselblad’s input was meant to change that, and in many ways, it did.
Hasselblad’s contribution included:
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Improved color tuning – making images appear more natural.
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Special filters – inspired by classic Hasselblad aesthetics.
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Professional features – such as Pro Mode with Hasselblad color science.
However, building a long-term partnership of this kind is expensive and often limits flexibility. According to OnePlus co-founder Pete Lau, the company has now “woven Hasselblad’s refined aesthetic sense into its DNA,” making it possible for OnePlus to continue improving cameras without ongoing external support.
Meanwhile, OnePlus’ sister brand Oppo has renewed its collaboration with Hasselblad and is expected to continue releasing co-branded devices.
Introduction of DetailMax: OnePlus’ Own Imaging System
The most important announcement that comes with this shift is DetailMax, the brand’s in-house imaging engine. While OnePlus has not disclosed the technical architecture of DetailMax, it has provided insight into its philosophy.
According to the company, DetailMax aims to deliver images that are sharp, clear, and accurate without over-processing. This is significant because smartphone cameras often rely heavily on software enhancement, which sometimes leads to unrealistic or overly beautified results.
Here’s what we know so far about DetailMax:
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Focus on clarity: OnePlus says the system is designed to retain fine details, even in complex textures like hair, grass, or buildings.
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Natural visuals: Unlike some competitors that exaggerate saturation or sharpness, DetailMax will avoid artificial beautification.
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User-centered development: OnePlus claims to have conducted multiple interviews and focus groups to understand what users actually want from their cameras.
While the company hasn’t revealed the hardware that will accompany DetailMax, leaks suggest that the OnePlus 15 will feature a redesigned square-shaped camera module, a shift away from the circular design of the OnePlus 12.
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OnePlus 15: Expected Features and Specifications
Even though OnePlus has only confirmed the camera branding change, several leaks have provided a clearer picture of what the OnePlus 15 could look like. Here’s a rundown:
1. Processor and Performance
The OnePlus 15 is expected to be powered by the Qualcomm Snapdragon 8 Elite Gen 2 chipset, the latest and most powerful processor available for Android smartphones in 2025. This would place the phone directly in competition with Samsung’s Galaxy S25 series and upcoming flagships from Xiaomi and iQOO.
2. Display
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A 6.78-inch 1.5K flat OLED display is expected.
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165Hz refresh rate for ultra-smooth performance in gaming and scrolling.
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Likely to support LTPO technology, allowing variable refresh rates for better battery efficiency.
3. Design and Build
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Rumors suggest a square camera module.
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IP68/69 water and dust resistance, making it more durable.
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Slimmer bezels for a more modern look.
4. Camera Setup
While Hasselblad branding will no longer appear, the OnePlus 15 will debut the DetailMax imaging system. The exact camera sensors remain unconfirmed, but expectations are high for a triple-lens setup featuring:
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A primary high-resolution sensor (likely 50MP or higher).
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An ultra-wide-angle lens.
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A telephoto or periscope zoom lens for better long-range shots.
5. Battery and Charging
OnePlus has always emphasized fast charging. Leaks indicate the phone may support:
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Around 5,000 mAh battery.
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100W fast charging wired.
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Wireless charging support up to 50W.
6. Storage and RAM Options
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Base model: 12GB RAM + 256GB storage.
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Top model: 16GB RAM + 1TB storage.
Why This Shift Matters for OnePlus
Ending a partnership with a renowned brand like Hasselblad is a big decision, and it shows OnePlus’ growing confidence in its internal R&D. There are several reasons why this shift could prove important:
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Cost Efficiency: Partnerships with luxury brands like Hasselblad are expensive. By developing its own imaging system, OnePlus reduces long-term costs.
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Full Control: Instead of being limited by an external partner’s standards, OnePlus can now innovate at its own pace.
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Brand Identity: Moving away from Hasselblad means OnePlus can establish its own unique camera identity, much like Apple has done with its Deep Fusion and Photonic Engine.
Competition in 2025: What OnePlus is Up Against
The smartphone camera race is more competitive than ever in 2025.
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Apple’s iPhone 16 Pro is expected to introduce next-gen AI-powered imaging.
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Samsung’s Galaxy S25 Ultra continues to push the boundaries of zoom photography.
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Google Pixel 10 remains the leader in computational photography.
With DetailMax, OnePlus is betting on delivering a balance of hardware quality + software intelligence, but whether it can match its rivals remains to be seen.
What Users Can Expect
For everyday users, the changes may not feel drastic at first. The absence of Hasselblad branding doesn’t necessarily mean weaker performance—especially since OnePlus has carried forward the learnings from the partnership.
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Photography enthusiasts can look forward to more natural-looking photos with less artificial editing.
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Gamers and power users will benefit from the Snapdragon 8 Elite Gen 2 chipset paired with a high-refresh-rate display.
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Heavy users will appreciate the big battery with super-fast charging.
Conclusion
The upcoming OnePlus 15 marks a turning point for the company. By moving on from its Hasselblad partnership and launching its own DetailMax imaging system, OnePlus is signaling that it’s ready to stand on its own in the fiercely competitive smartphone market.
If the rumors about its specs prove true, the OnePlus 15 could be one of the most balanced flagship smartphones of 2025, combining powerful performance, sleek design, and a fresh approach to photography.
As Pete Lau said, “Hasselblad’s refined aesthetic sense is now part of our imaging DNA.” The big question is: will DetailMax be enough to take OnePlus cameras to the next level, or will users miss the Hasselblad branding? We’ll find out when the OnePlus 15 officially launches later this year.