Taking the Shot: The Importance of OnePlus’s Camera Ambitions
The newest OnePlus phones are here. An annual release that gets some fanfare but not quite as much as a Galaxy Unpacked or an iPhone reveal event. Despite that, a new OnePlus being announced is always an important release in the smartphone calendar. As it has done for the last couple of years, the Chinese smartphone manufacturer is continuing with a two phone strategy with the OnePlus 9 and 9 Pro.
And as has become the norm for the company in recent years, the focus has been camera performance. The reason that they have been doing this is the company’s continued reputation for having a “bad camera”. During the launch event, OnePlus took half an hour to talk about their new partnership with Hasselblad and how the company has put together an incredible camera experience. OnePlus has always been a company that focused on the performance of its phones, so its camera performance focus is telling. But more importantly, the way that the company has positioned itself behind branding and a change in priorities indicates that this isn’t the same old OnePlus.
