In a move that could reshape its flagship identity, OnePlus is reportedly preparing to launch the OnePlus 15 without Hasselblad’s iconic branding—marking the end of a three-year partnership that redefined the brand’s camera ambitions. Industry insiders suggest this signals a dramatic pivot for OnePlus’ imaging strategy.
The collaboration, announced in March 2021, was hailed as a "new era for mobile photography." OnePlus and Hasselblad jointly engineered hardware and software solutions, with Hasselblad’s tuning becoming synonymous with the OnePlus 9 through 14 series. The partnership emphasized natural color science, Pro Mode enhancements, and Hasselblad’s signature orange shutter button.
"This wasn’t just branding—it was a deep technical integration," noted OnePlus in their original partnership announcement.
However, recent leaks hint at a split. A cryptic Weibo post by tipster Digital Chat Station—a reliable source for early specs—showed OnePlus 15 camera modules without Hasselblad’s "H" logo. Instead, the prototype featured a minimalist design with "Camera Powered by OnePlus." The now-viral Weibo leak has fueled speculation about strained negotiations or diverging creative visions.
Further evidence emerged via GSMArena, where leaked schematics revealed bold hardware changes: a new periscope telephoto lens and a larger 1-inch-type primary sensor. Crucially, no Hasselblad co-branding appeared in the renders. The report, detailed here, suggests OnePlus is betting on in-house engineering to cut costs and streamline innovation.
Why the Split?
Industry analysts cite three factors:
- Cost Efficiency: Hasselblad licensing fees reportedly inflated device prices. Removing branding could let OnePlus compete more aggressively in a saturated market.
- Shifting Priorities: With AI computational photography dominating trends, OnePlus may prioritize software over premium branding.
- Creative Control: Insiders claim OnePlus seeks "full autonomy" over camera tuning as it integrates deeper with parent company Oppo’s R&D resources.
What’s Next for OnePlus Cameras?
Without Hasselblad, OnePlus is expected to leverage its HyperTone Imaging engine—an AI-powered system co-developed with Oppo. Early tests suggest improved HDR and low-light processing, though color calibration remains a question mark.
For fans of the Hasselblad era, current models like the OnePlus 13 (Amazon) and OnePlus 14 Pro (Amazon) still offer the iconic tuning, now at discounted prices.
The Bigger Picture
Hasselblad’s exit mirrors similar industry shakeups (like Leica’s fluctuating smartphone ties). Yet it raises questions: Can OnePlus retain its "flagship killer" edge without a luxury imaging partner? Or is this a savvy reboot to reclaim its engineering-first roots?
OnePlus has not commented officially, but with an October 2025 launch expected, all eyes are on whether the OnePlus 15 can turn a divorce into an opportunity.
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