OnePlus and Hasselblad are parting ways

OnePlus and Hasselblad, a renowned camera company, have decided to end their five-year partnership. The OnePlus 13 will likely be the last phone to feature a Hasselblad logo. OnePlus CEO Pete Lau announced this decision on the company's user forums, stating that OnePlus will now develop its own imaging engine, called the OnePlus DetailMax Engine. The partnership between the two companies began with the OnePlus 9 and 9 Pro flagships, where Hasselblad's logo was featured on the camera. However, Hasselblad's involvement went beyond just branding, as it worked with OnePlus (and parent company Oppo) to develop imaging algorithms that improved the company's photography capabilities. Interestingly, Oppo, the parent company of OnePlus, has recently extended its partnership with Hasselblad, promising a new mobile imaging system to be launched later this year. This raises questions about the coordination between the two brands and their respective camera strategies.