OnePlus looks to have taken feedback of their cameras very seriously as they are now looking to collaborate with longtime camera maker Hasselblad. OnePlus is planning on doing a deal with them for a 3 year time period that is costing $150 million.

That is quite the dedication to R&D for your camera section for your mobile smartphones. There is going to be a custom Sony IMX789 sensor capable for 12-Bit Raw. Also the Hasselblad Camera for Mobile will also offer improved HDR video recording, as well as support for capturing 4K 120FPS. I’m intrigued to see OnePlus taking their cameras seriously as they have tried to improve with every release but this looks to be the biggest to date.

We will hear and see more of this new camera system alongside the reveal of the OnePlus 9 5G Series on March 23rd 2021

OnePlus and Hasselblad enter long-term partnership to co-develop
next generation of flagship smartphone cameras

Shenzhen, March 8, 2021: Today, global technology brand OnePlus has officially announced a
three-year partnership with legendary camera manufacturer Hasselblad to co-develop the next
generation of smartphone camera systems for future OnePlus flagship devices. The two
companies have already been cooperating on the revamped camera system – Hasselblad
Camera for Mobile – for the new OnePlus 9 Series, set to launch globally on March 23.
In addition, OnePlus also announced its plans to invest more than USD 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.

“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.”

“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.

Hasselblad Camera for Mobile: Next Generation of OnePlus Flagship Camera Systems
For 80 years, Hasselblad has pioneered high-performance camera technology to become
recognized as the world leader in digital medium format cameras and lenses. Their products are
known for their uncompromising image quality, Scandinavian design, and precision mechanics,
which have earned the trust of some of the greatest photographers in the world and captured
some of the world’s most iconic images – including man’s first steps on the moon.
Now, through close R&D collaboration, OnePlus and Hasselblad will work together to deliver
vastly improved camera systems on future OnePlus smartphones, including the upcoming
OnePlus 9 Series.

The partnership will continuously develop over the next three years, starting 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 the 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.

The first, and most technically challenging, outcome of this collaboration is advanced color
calibration. Jointly developed by OnePlus and Hasselblad over months of thorough verification
and fine-tuning, this new color solution – Natural Color Calibration with Hasselblad – aims to
bring more perceptually accurate and natural-looking colors to photos taken with OnePlus
flagship cameras. It also will serve as OnePlus’ new standard for color calibration for its future
smartphone cameras.

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.

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