OnePlus announces three-year partnership with Hasselblad

OnePlus announces three-year partnership with Hasselblad


05 March 2021

OnePlus has officially announced a three-year partnership with the legendary camera manufacturer Hasselblad to co-develop the next generation of smartphone camera systems. The two companies have already cooperated on the renewed camera system Hasselblad Camera for Mobile for the new OnePlus 9 Series (presented globally on March 23).

One Plus and Hasselblad will work together over the next three years, starting with software improvements, including color tuning (Natural Colour Calibration) and sensor calibration, and extending to more levels in the future.

The first and most technically demanding result of this strong alliance is the advanced color classification. After months of testing and optimization, this new color solution aims to bring more impressive, accurate and natural colors to photographs taken with OnePlus’ cameras.

Furthermore, the new Hasselblad Pro mode brings to a smartphone for the first time the classification sensor, which results in extremely accurate and natural color. The new user’s interface is based on Hasselblad image editing software to give users an authentic Hasselblad feel, enabling absolute control for professional photographers.

The total investment will reach $150 million over the next three years and involves the development of four major R&D laboratories around the world, but also a specialized analysis of innovative technologies for the future cameras of the OnePlus smartphones, such as a 140-degree panoramic camera, T-lens technology for fast focusing on the front camera and a freeform lens. The freeform lens technology, which will help eliminate deformities in ultra-wideband takes, will be introduced on the OnePlus 9 series.

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