OnePlus and Hasselblad are ending their five-year partnership

OnePlus and Hasselblad, the camera maker, are ending their five-year partnership, according to an official blog post. The smartphone manufacturer has begun developing its own camera system, which it has dubbed the DetailMax Engine. While no specific reason was given for the split, OnePlus praised Hasselblad's "obsession with precision and detail" and stated that the company's "refined aesthetic sense is now part of our imaging DNA." The new proprietary imaging system is still in the early stages, with CEO Pete Lau testing an early prototype that he claims will deliver "the clearest and most real photos on a smartphone." The Hasselblad logo, which has been a mainstay of higher-end OnePlus devices, is likely to disappear with the release of the upcoming OnePlus 14, which may be renamed the OnePlus 15 to avoid the unlucky number "4" in China. Interestingly, Oppo, the parent company of OnePlus, is extending its partnership with Hasselblad, promising a new mobile imaging system in the near future.