OnePlus has officially announced its three-year partnership with legendary camera maker Hasselblad. This agreement aims to jointly develop the next generation of cameras for OnePlus' flagship phones. The two companies have already been collaborating on the new camera system, Hasselblad Camera for Mobile, for the OnePlus 9 family, which will launch globally on March 23.
OnePlus collaborates with Hasselblad in the development of cameras for their mobiles
The firm has also announced its plan to invest more than $ 150 million over the next three years. Through this investment, they intend to further develop the camera imaging capabilities of their smartphones in their continuous quest to provide the best experience for their users.
Collaboration
“OnePlus has always prioritized a premium user experience over everything else. Since the beginning of 2021 we have been making a joint effort to significantly improve the camera experience on our smartphones thanks to a legendary company like Hasselblad, ” says Pete Lau, founder and CEO of OnePlus. " With top-tier hardware, OnePlus computational photography and Hasselblad's rich aesthetic knowledge in traditional photography, I am confident that the OnePlus 9 family will be a major step forward in our ability to deliver a premium flagship camera."
“Hasselblad believes in the power of images and our mission is to continue to push the boundaries of 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 look forward to putting Hasselblad's iconic design and excellent image quality in the hands of more people and sharing our passion for photography, ” said Jon Diele, Vice President of Hasselblad.
Hasselblad
For 80 years, Hasselblad has pioneered the development of high-performance camera technology to become the world leader in medium format digital cameras and lenses. Their products are known for their image quality, Scandinavian design, and precision mechanics, which have earned the trust of some of the world's best photographers, and their lenses have 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 phones, including the OnePlus 9 family of devices. March officially.
This collaboration will continue to develop over the next three years, beginning with software enhancements including color adjustment and sensor calibration, and extending to other parameters later. The two parties will jointly define the technology standards for the mobile camera experience and develop innovative imaging technologies, under Hasselblad Camera for Mobile. Both companies are committed to providing a better experience for OnePlus users while collaborating to further improve quality in the long term.
The first result of this collaboration, and the most challenging from a technical point of view, is advanced color calibration. Developed jointly by OnePlus and Hasselblad over months of painstaking verification and adjustments, this new color solution - natural color calibration with Hasselblad - aims to deliver more natural-looking and accurate colors to photos taken with flagship cameras. from OnePlus. It will also serve as OnePlus' new standard for color calibration of its future cameras.
The new Hasselblad Pro mode brings the company's leading sensor calibration closer to a mobile phone for the first time, resulting in incredibly accurate and natural color that creates a solid foundation for editing. Hasselblad Pro mode has been revamped with a new interface based on Hasselblad image processing software, bringing users the authentic look and feel of the legendary brand. Additionally, it allows for a great deal of control over settings so professional photographers have the ability to adjust ISO, focus, shutter speeds, white balance, and much more. Users will also be able to use the 12-bit RAW format for sharper colors and higher dynamic range.
In addition to jointly developing Hasselblad cameras on its future flagships, OnePlus is also embarking on a three-year strategy to further strengthen the capabilities of its future cameras. This investment will be allocated to different areas with the aim of offering cutting-edge and top-quality technology in mobile photography.
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