OnePlus Partners with Hasselblad to Improve its Smartphone Cameras

[The_Interloper]

"We don’t know a lot about the OnePlus 9 series yet, but the firm says it’s set to launch globally on March 23 and that it will feature a revamped camera system that OnePlus calls the Hasselblad Camera for Mobile. That camera system will feature a custom Sony IMX789 sensor for the main camera sensor that is up to 64-times more colorful than before. It will also offer improved HDR video recording, as well as support for capturing 4K video at 120 FPS and 8K video at 30 FPS.

OnePlus appears to be serious about improving the quality of its smartphone camera systems. The company is investing $150 million over the next three years to “further build out its mobile imaging capabilities in its ongoing pursuit of delivering the best smartphone camera experience for its users.” And OnePlus and Hasselblad will work together to deliver “vastly improved camera systems” on future OnePlus smartphones, starting with the OnePlus 9."

OnePlus Partners with Hasselblad to Improve its Smartphone Cameras - Thurrott.com

OnePlus announced today that it has entered into a long-term partnership with Hasselblad to significantly improve its smartphone camera experience.

www.thurrott.com

 

[Roadstar]

Having seen similar promises from OnePlus before and then getting watercolor details tames my enthusiasm quite a bit. However, if they actually deliver on the promise this time, I might give them another chance.

 

[jamezr]

Looking forward to the OnePlus 9 Pro!

 

[5105973]

Hey a solid competitor is welcome. How secure are our details with them, though? Are there any concerns similar to what was alleged for Huawei?

Next question, why won’t Apple and Samsung partner with big names in photography like this? Do they need to?

 

[ian87w]

This is marketing, plain and simple. The hardware itself is just an aftermarket component anyway (eg. Sony or Samsung sensor), and the chip ISP is Snapdragon. So it will be just tuning on the camera app side. At worst, it will be just a filter with Hasselblad brand slapped on it.

 

[ian87w]

Hey a solid competitor is welcome. How secure are our details with them, though? Are there any concerns similar to what was alleged for Huawei?

Next question, why won’t Apple and Samsung partner with big names in photography like this? Do they need to?

Apple and Samsung don't need to. They can simply let their own brand and camera capability do the talking. Apple has control over their own chips and software, while Samsung makes their own sensors.

OnePlus is just an aftermarket OEM, using aftermarket components and OS. So they really cannot do much to improve their camera other than from the camera app side. So the next solution is money/marketing, aka licensing another well known brand to boost the impression of better quality.

 

[The_Interloper]

I'm not so sure it's just marketing. Hasselblad is as respected as a name gets in the camera industry so I don't think they would want their brand associated with something that turns out to be crap.

Incidentally, I used to have a Huawei Mate 10 phone with Leica camera tuning and, I swear to God, that was the best phone camera I ever had. The shots out of that thing were amazing and the black-and-white lens was divine.

 

[ian87w]

I'm not so sure it's just marketing. Hasselblad is as respected as a name gets in the camera industry so I don't think they would want their brand associated with something that turns out to be crap.

Incidentally, I used to have a Huawei Mate 10 phone with Leica camera tuning and, I swear to God, that was the best phone camera I ever had. The shots out of that thing were amazing and the black-and-white lens was divine.

Hasselblad is a well-known brand in the industry, definitely, but we are in a digital world now, and even Hasselblad uses Sony sensors, and they also did just rebrand Sony cameras under their name in the past.

Leica is also a well-known brand, but the same Leica also rebadged Panasonic cameras.

And in the smartphone world, we know the components are, the hardware. And for Android, the ISP (Snapdragon) and OS are also known. So the only thing left is the tuning on the OEM's camera apk.

I'm not saying that the result won't be good, by the way. The proof will be in the pudding. But let's not be naive and think there's some Hasselblad magic here.

 

[ColdShadow]

if it has powerful optical zoom like S21 Ultra and Macro mode,and assuming the device itself has a good design,I will be interested.I'm so tired of iPhones basic ass camera with just 2-2,5 x zoom and no macro mode even in Pro line.
and Samsung's S21 Ultra seems to have many heating issues while using camera.

 

[mi7chy]

Sounds like they're hitching onto the name for marketing and Hasselblad could mutually use the funding since they're probably not financially healthy but Hasselblad branding isn't well known to consumer or prosumer segments like Sony, Canon, etc. Not sure either if pro camera users are ready to adopt OnePlus which has the reputation of being a budget phone brand. Maybe would've made more sense to fork off the branding like Honor for budget and Huawei for premium. Anyhow, the proof is in the pudding. Lets see the results.

 

[The Game 161]

if it has powerful optical zoom like S21 Ultra and Macro mode,and assuming the device itself has a good design,I will be interested.I'm so tired of iPhones basic ass camera with just 2-2,5 x zoom and no macro mode even in Pro line.
and Samsung's S21 Ultra seems to have many heating issues while using camera.

One plus won’t have a periscope lens camera so you won’t get those levels of zoom

 

[The_Interloper]

 

[mi7chy]

The wide angle distortion correction can be done in software so it doesn't make sense to do it with customized lens if that is even a thing.

https://people.csail.mit.edu/yichangshih/wide_angle_portrait/#paper

Also, doubt Sony would make a custom sensor for a small player.

Still think it's mainly for marketing and maybe for color science/image processing.

 

[raymanh]

In those sample images the colours do look nice, but then again I could just shoot RAW on my phone and use some presents in Lightroom to achieve the same look.