OnePlus May Ditch Hasselblad for In-House Camera Engineon September 2, 2025 at 4:01 am

OnePlus might be ready to break up with Hasselblad. According to an exclusive report from Smartprix, the company is developing its own in-house camera engine that could debut with future flagship phones.

This move wouldn’t come as a complete shock. Earlier rumors suggested the OnePlus 15 could ditch Hasselblad branding for a completely redesigned camera system. If true, OnePlus would join the growing list of manufacturers building their own imaging pipelines instead of relying on external partnerships.

The timing makes sense from a competitive standpoint. Samsung has Galaxy AI powering its photo processing, Google uses its custom Tensor chips for computational photography, and Apple has long controlled its entire imaging stack. OnePlus developing its own camera engine puts them on equal footing with these industry giants.

Don’t misunderstand this as criticism of Hasselblad though. The Swedish camera maker brought legitimacy to OnePlus photography, and their collaboration produced some genuinely impressive results. The filters and color profiles we’ve seen in recent OnePlus and Oppo devices show real attention to photographic heritage and artistic vision.

But there’s something to be said for complete control over your imaging destiny. An in-house OnePlus camera engine would allow faster iteration, tighter hardware integration, and features specifically tailored to their user base.

The real test will be execution. Building camera software that rivals years of Hasselblad expertise won’t happen overnight. OnePlus will need to prove their in-house solution can deliver the photo quality users expect from a flagship phone.

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