OnePlus and Hasselblad: The End of a Five-Year Imaging Alliance

When OnePlus and Hasselblad announced their partnership back in 2021, it marked a bold new chapter in the smartphone imaging world. The collaboration promised to merge OnePlus’ aggressive innovation with Hasselblad’s legendary photographic expertise. Now, five years later, the two brands are parting ways, signaling the end of an era that reshaped how OnePlus approached smartphone cameras.

The Vision Behind the Partnership

At the time of its inception, the alliance was more than a marketing play. Hasselblad, a name synonymous with medium-format cameras and iconic space photography, lent credibility to OnePlus, which was often criticized for lagging behind competitors like Apple, Samsung, and Huawei in the camera department. The $150 million, multi-year deal was pitched as a long-term strategy to elevate OnePlus devices to flagship camera standards.

The early results were subtle: natural color calibration, Hasselblad’s signature shutter sound, and improved image processing. Over time, OnePlus expanded this foundation with features like Hasselblad Pro Mode, advanced HDR, and wider dynamic range across its flagship lineups.

What Worked—and What Didn’t

The collaboration undeniably gave OnePlus a boost in reputation. Hasselblad branding on OnePlus flagships, starting with the OnePlus 9 series, made the devices feel more premium and photography-focused. Color accuracy improved significantly, and features like Master Styles catered to enthusiasts.

But critics often pointed out that the “Hasselblad effect” was more software-driven than hardware-deep. Unlike Huawei’s partnership with Leica, which fundamentally influenced hardware design, OnePlus’ collaboration leaned heavily on color science and tuning. For many, this raised questions: was Hasselblad’s involvement more symbolic than transformative?

Why the Split Now?

Neither company has disclosed detailed reasons for ending the partnership, but industry observers suggest a few possibilities:

1. Strategic Realignment – With Oppo (OnePlus’ parent company) investing heavily in its own camera research and the MariSilicon X imaging NPU, OnePlus may feel more confident relying on in-house advancements.
2. Financial Priorities – Maintaining such collaborations is costly, and the tangible benefits may not have justified the long-term expense.
3. Brand Evolution – Hasselblad may want to refocus on its professional imaging heritage rather than consumer electronics collaborations.

The Legacy of the Partnership

While it may not have revolutionized smartphone photography to the extent some hoped, the alliance left a mark. OnePlus shifted from being seen as a “flagship killer” to a more mature flagship contender, with cameras that could genuinely compete. Hasselblad, meanwhile, gained visibility among a younger, tech-savvy audience that may never have encountered its brand otherwise.

What’s Next for OnePlus?

Looking ahead, OnePlus is expected to double down on Oppo’s imaging R&D, leveraging AI, computational photography, and custom silicon to close the gap with rivals. The company’s recent devices already showcase stronger night photography, sharper portrait modes, and advanced HDR video—all without heavy Hasselblad branding.

As for Hasselblad, it may continue selective collaborations but is more likely to concentrate on the professional imaging space where its heritage shines brightest.

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Vikas Singh

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