Beyond Computational Photography via OnePlus 9 Pro co-developed with Hasselblad

  1. Pete , via OnePlus 9 Pro co-developed with Hasselblad , Mar 22, 2021 :

    Hi friends,

    We’re only 24 hours away from the launch of the OnePlus 9 Series, and there’s so much excitement in the air. I’m so proud of our team for the hard work that has gone into helping OnePlus take its biggest leap ever in camera quality, thanks in a large part to our long-term R&D partnership with Hasselblad. I wanted to take this opportunity to share with you some more details of how this new camera system came to be.

    Our partnership with Hasselblad, which began in 2020, premised on two key considerations. One was Hasselblad’s 80-year history and well-renowned expertise in the aesthetics of photography, including its color science. The other was a mutual ambition to draw on that experience and apply it to smartphone camera technology, including sensors, lenses, computational photography, and more.

    Once the partnership began, we quickly began unifying our R&D workflows and testing standards, and then entered the most crucial stage in our strategic partnership – developing the Hasselblad Camera for Mobile.

    Perhaps most importantly, we started addressing the number one factor that determines the quality of mobile photography: color. For the OnePlus 9 Series and future OnePlus flagship camera systems, everything starts from Natural Color Calibration with Hasselblad.

    Recently, a tech journalist asked me if our color calibration was a software adjustment or just a filter. To be honest, I was a little shocked by this question. For us, and for Hasselblad, it’s way more than that.

    It took complex engineering, countless hardware tests, and many hours of meticulous calibration to develop. OnePlus and Hasselblad passed through this grueling yet incredibly rewarding phase of R&D together. And we believe the results speak for themselves.

    Hasselblad is known for their color science, which is one of the main reasons we were so interested in co-developing our camera systems with them. And from the beginning, we saw first hand how exacting their standards for color are. They didn’t just analyze the technical data and features of the OnePlus 9 Series cameras, they crafted a targeted calibration solution based on an assessment of the sensors’ performance, lens optics, and more. In fact, we ended up completely overhauling our automatic color calibration algorithms. In doing so, we’ve engineered what may be the most demanding testing standards the smartphone industry has seen.

    We drew on Hasselblad’s calibration methods, shooting standardized color charts under a multitude of different lighting temperatures and intensities to recalibrate the sensor accuracy again and again, ensuring that every shade and hue the sensor captured adhered to Hasselblad's color requirements.


    And that was just the objective calibration process. The next stage was stepping out of the controlled environment of the automation lab and pitting our work against the complexities of real-world conditions for even more demanding tests.

    Take Hasselblad’s iconic red as an example.

    To start, our R&D teams took a variety of real-life photos where red was a central color. Based on smartphone users’ needs, we fine-tuned the red’s performance, while making sure other colors weren’t compromised along the way. Then we used computational algorithms to intelligently match the target color. In the end, Hasselblad’s renowned red came through in every testing scenario.


    Some of you might be wondering: Is color really that important? Why put this front and center for imaging quality?

    Today, smartphone cameras are a tool for chronicling our daily lives, and to take them any farther, it takes more than just higher specs and bigger numbers. It requires looking at photography from an aesthetic (and not just technical) aspect. Color science—and art—is a part of that.

    As one of the earliest camera brands to establish its own unique color system, Hasselblad has a fundamental understanding of the importance of color in capturing life as it happens. Over the past 80 years, Hasselblad’s color system has become one of the most renowned in the photography industry. I believe that our Natural Color Calibration with Hasselblad will heighten the standards for color in the smartphone industry.


    Achieving such a refined color system so quickly was only possible with the help of Hasselblad, and their decades of experience in pursuit of aesthetic excellence. OnePlus’ expertise in creating premium smartphones, combined with Hasselblad’s exquisite imaging quality, will empower users both in the OnePlus 9 Series and in future flagship products.

    Tomorrow we will unveil the OnePlus 9 Series, our biggest achievement in design, display, performance, and mobile photography. I can’t wait for you to try it for yourselves.

    The Never Settle spirit that both OnePlus and Hasselblad shared during this process helped to make this our best flagship smartphone series ever. But for OnePlus and Hasselblad, this is only the beginning.

    Never Settle.

  2. camohan
    Moderator Moderator Mar 22, 2021

    camohan , Mar 22, 2021 :
    This is a whole new world for lot of us to explore. Looking forward to it.

  3. NeVeR_SeTTLe
    The Lab - OnePlus 6 Reviewer Mar 22, 2021

    NeVeR_SeTTLe , Mar 22, 2021 :
    Thanks Pete for explaining the technology behind Hasslebad's and OnePlus's algorithm. The red's are definitely the hardest color to get right.
    Hoping for the best! :)

  4. DarshanMeniya
    Jelly Bean Mar 22, 2021

  5. SRD.
    Lollipop Mar 22, 2021

    SRD. , via OnePlus 7T , Mar 22, 2021 :
    The OnePlus 9Pro is going to be a great success. Wish the entire team all the best. Have a great launch tomorrow.
    Lots of good wishes.

  6. gautamthapar
    Ice Cream Sandwich Mar 22, 2021

    KaranRIyer likes this.
  7. Ichbinharsh
    Gingerbread Mar 22, 2021

    Dresa91 and KaranRIyer like this.
  8. Starcommander
    OnePlus Accessory Tester Mar 22, 2021

  9. ShreyasPatil_
    Jelly Bean Mar 22, 2021

    Adesh.sanmukh, Dresa91 and KaranRIyer like this.
  10. YRJ
    The Lab - OnePlus 7T Reviewer; Community Hero 2020 Mar 22, 2021

    YRJ , Mar 22, 2021 :
    I keep hearing a lot about “color science” and it really is intriguing. I can't wait to test the camera and see for myself!

    Less than 24 hours to go, the wait is almost over ;)

    Goodluck to the entire team working on making this launch a success. More power to you!

  11. Shailender Sharma
    Marshmallow Mar 22, 2021

    Shailender Sharma , Mar 22, 2021 :
    Looking forward to it and hopefully this partnership may do wonders for the OnePlus. :)

    Adesh.sanmukh, Dresa91 and KaranRIyer like this.
  12. sumitMZ007
    Jelly Bean Mar 22, 2021

    Adesh.sanmukh, Dresa91 and KaranRIyer like this.
  13. Martin_VN
    Ice Cream Sandwich Mar 22, 2021

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  14. VeDxnTa
    OnePlus Accessory Tester Mar 22, 2021

    VeDxnTa , via OnePlus 8 Pro , Mar 22, 2021 :
    This collaboration goes beyond colour science. The more closer Hassleblad and OnePlus work we'll see an improvement in software processing complimenting the impeccable hardware.

    Y1612809114123 and KaranRIyer like this.
  15. Cheetosdust
    Starting Point Expert Community Expert Mar 22, 2021

    Cheetosdust , Mar 22, 2021 :
    Excluding the marketing and business aspects of this all, I truly feel the company more grounded before the OnePlus 9 Series. With the OnePlus 8 Series, it felt the device was Premium, but the company was still finding its identity. Now, the company and device seem more in-tune.

    I hope it’s something special, particularly thinking about those who are going to buy the device. If the product matches the hype, then you’ll have something to celebrate. If not, customers will remember. It's not complicated.

    About the Hasselblad partnership, I am curious about the initial impressions, yes, but also how this will be reflected on the updates. If the brand’s expertise can also be used to improve and improve the quality of the photos during the life-cycle of the device.

    Good luck for tomorrow, I hope the device, more than being what the brand is expecting it to be, is what the paying customers want and deserve after opening their wallets.

  16. Starlord001
    Froyo Mar 22, 2021

  17. Tobikage
    Nougat Mar 22, 2021

  18. mokaeswar
    Ice Cream Sandwich Mar 22, 2021

    mokaeswar , via OnePlus 8 Pro , Mar 22, 2021 :
    If you're pricing it as high as ₹70k, the camera has to be the best one out there and we trust you. Else, 9 Series would be the first major step in your downfall 😔

  19. kushal__12
    Ice Cream Sandwich Mar 22, 2021

  20. NeVeR_SeTTLe
    The Lab - OnePlus 6 Reviewer Mar 22, 2021

    NeVeR_SeTTLe , Mar 22, 2021 :
    That is the question @Cheetosdust as with all the prior OnePlus devices hype train. ;) Will it live up in terms of camera quality and the color science model. The color science model which explains color accuracy is a very important aspect to consider as with all camera's. One smartphone camera that stands out with their color accuracy is the less popular Sony Xperia 1 II & Sony Xperia 5 II. Their color accuracy is truly great. I have tested their Xperia 1 and 5 lineup - what I like about them is that they give you so much control with manual mode than any other smartphone I had in my hand. Getting back to color accuracy, they hit the jackpot. It will be interesting if this partnership with Hassleblad will be fruitful or yet another hype.