OnePlus Announces Three Year Partnership With Hasselblad, Two New Camera Features For OnePlus 9 Series

The OnePlus 9 series will sport cameras tuned by Hasselblad, and OnePlus' partnership with the legendary camera maker continues for the next three years.

Chinese smartphone maker, OnePlus, today announced a “long term” partnership with camera legend Hasselblad to enhance the camera experience on the company’s smartphones.

“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.”

Advanced Colour Calibration jointly developed by OnePlus and Hasselblad

As part of the partnership, OnePlus and Hasselblad will be working together in research and development for its smartphone cameras. The partnership will continue for three years, and will include software improvements like colour tuning, sensor calibration and more. “The two parties will jointly define technology standards of the mobile camera experience and develop innovative imaging technologies, continuing to improve Hasselblad Camera for Mobile,” OnePlus said in a press release.

Hasselblad Pro Mode in OnePlus 9 Series camera

As part of the partnership, OnePlus seems to be enabling a feature called Natural Colour Calibration with Hasselblad. As the name suggests, this aims to create more natural colours on photos, as opposed to oversaturated images that many smartphones produce today. There will also be a Hasselblad Pro mode, which will allow users to use Hasselblad’s “class-leading” sensor calibration on a smartphone for the first time. OnePlus says this too will help produce accurate and natural colour in post-processing of photos. 

“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 colour and higher dynamic range,” the company said in its press release.

The Hasselblad assisted camera features will be coming to OnePlus’ flagship smartphones right now. That includes the OnePlus 9 series, which will be launched on March 23 through an online global launch, at 10AM ET. The company hasn’t clarified whether the same features will make it to cheaper devices like the OnePlus Nord line in future, but we could reasonably expect some impact on the same.

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