Tech

OnePlus is committed to improve their smartphone camera with Hasselblad and the competition should take notice

If there is one thing OnePlus really need to improved on, many users and reviewer always pointed out on one major thing, camera. With the feedback over the years, OnePlus is currently improving their camera system in a recently announced three year partnership with Hasselblad.

Both brands partnership has resulted with Hasselblad Camera for Mobile, which is expected to be used on the upcoming OnePlus 9 Series, set to launch globally on March 23.

“OnePlus has always prioritized a premium user experience over everything else. Beginning in 2021, we are making a concerted effort to significantly improve the smartphone camera experience for our users, with the expertise of a truly legendary partner in Hasselblad,” said Pete Lau, Founder and CEO of OnePlus. “With OnePlus’ top-of-the-line hardware and computational photography and Hasselblad’s rich aesthetic knowledge in traditional photography, I am confident that the OnePlus 9 Series will be a major leap forward in our ability to deliver a premium, flagship camera.”

Both brands is expected to have a close R&D collaboration to further enhance the camera systems on future OnePlus smartphones. According to both brands, they are confirmed they will start with software improvements including color tuning and sensor calibration, and extending to more dimensions in the future. The two parties will jointly define the technology standards of mobile camera experience and develop innovative imaging technologies, continuing to improve the Hasselblad Camera for Mobile. Both companies are committed to delivering immediate benefit for OnePlus users, while continuously collaborating to further improve the user experience and quality for the long-term.

“Hasselblad believes in the power of images and our mission is to continue pushing the boundaries on imaging technology. With this in mind, Hasselblad is determined to work together with OnePlus, an innovative company that shares the same vision and passion for technology. By partnering with OnePlus, we hope to put Hasselblad’s iconic design and outstanding image quality in the hands of more people and share our passion for incredible photography,” said Jon Diele, Vice President, Hasselblad.

The new Hasselblad Pro Mode brings Hasselblad’s class-leading sensor calibration to a smartphone for the first time, resulting in incredibly accurate and natural color for a solid foundation for post-editing. Hasselblad Pro Mode has been revamped with a new user interface based on Hasselblad’s image processing software to give users an authentic Hasselblad look and feel. It also 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. Users can also use 12-bit RAW format for even richer color and higher dynamic range.

In addition to co-developing the Hasselblad Camera for Mobile on future OnePlus flagship smartphones with Hasselblad, OnePlus is also embarking on a three-year strategy to further strengthen its camera capabilities. This multifaceted investment will go towards a number of areas to improve OnePlus’ ability to deliver premium, cutting-edge camera technology to its users, including but not limited to:

  • Further developing four major research and development labs around the world, including two innovative imaging labs based in the United States and Japan.
  • Pioneering new areas of smartphone imaging technology for future OnePlus camera systems, such as a panoramic camera with a 140-degree field of view, T-lens technology for lightning-fast focus in the front-facing camera, and a freeform lens – to be first introduced on the OnePlus 9 Series – that practically eliminates edge distortion in ultra-wide photos.

Last but not least, the OnePlus 9 Series will use a custom Sony IMX789 sensor for the largest and most advanced main camera sensor ever on a OnePlus device. With 12-bit RAW, it will be up to 64-times more colorful than before, delivering more dynamic and vibrant colors in pictures and giving professional photographers more room for additional post editing. The Hasselblad Camera for Mobile will also offer improved HDR video recording, as well as support for capturing 4K 120FPS and 8K 30FPS video.

The OnePlus 9 Series global launch event will be streamed online on March 23 at 10:00 AM ET at https://www.oneplus.com/launch.

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