The upcoming flagship OnePlus 15 without Hasselblad camera has been officially confirmed, marking a major shift in the company’s smartphone strategy. Instead of the well-known Hasselblad partnership, the brand will now introduce its own OnePlus Imaging System, developed to deliver enhanced mobile photography and AI-powered innovations.
For years, Hasselblad branding elevated OnePlus smartphones in the competitive premium segment. The collaboration brought improvements in color calibration and professional-grade photography tools. However, with the OnePlus 15, the company chose to rely on its in-house imaging expertise. Executives revealed that the new system integrates custom sensors, advanced computational photography, and AI-driven image optimization.
The OnePlus 15 imaging system promises sharper details, improved low-light performance, and better video recording. Users can also expect upgraded portrait modes, natural color reproduction, and faster image processing. According to early insights, this move allows OnePlus greater flexibility in designing future devices without depending on external branding.
Transitioning from Hasselblad to its own platform also reflects OnePlus’s long-term vision. By investing in proprietary imaging technology, the company aims to create a unique identity in mobile photography. Industry analysts believe this decision could strengthen OnePlus’s position in the global smartphone market, especially as AI and computational photography become key differentiators.
The decision to launch the OnePlus 15 without Hasselblad camera has already triggered debates among fans. While some expressed disappointment at losing the Hasselblad tag, others welcomed the shift, hoping that OnePlus can deliver a more integrated and optimized camera experience.
With the launch approaching, all eyes remain on how the OnePlus Imaging System performs in real-world conditions. The company’s bold step could redefine its brand identity and set a new benchmark for upcoming flagships.
