OnePlus signed a new three-year partnership with Hasselblad, the iconic Swedish camera maker. A three-year agreement with Hasselblad is expected to enhance the camera experience on OnePlus next-generation smartphones, including the OnePlus 9 series to be announced soon.
Hasselblad, based in Gothenburg, Sweden, has been known for its medium format cameras since WWII. In fact, the company is behind some of the most expensive cameras on the market, joining the club of elite camera makers that also includes Leica.
Here are some things to know about Hasselblad:
# Do you know that a Hasselblad camera was used to capture the first steps of man on the Moon? That iconic photo was taken during the Apollo 11 mission, the first manned moon landing. Astronauts Buzz Aldrin and Neil Armstrong had two specially designed Hasselblad cameras. A Hasselblad Data Camera (HDC) with a Zeiss Biogon 60mm f / 5.6 lens and a 70mm film magazine, and a Hasselblad Electric Camera (HEC) with a Zeiss Planar 80mm f / 2.8 lens. NASA and Hasselblad began working together in 1962 during the Mercury program, seven years before the Apollo 11 mission, to ensure that the chambers did not overheat or freeze in the intense cold temperatures.
#DJI, the highly successful Chinese drone maker, owns most of Hasselblad. In 2017, DJI became the majority shareholder of the iconic Swedish camera company. While we may never see DJI making a medium format camera anytime soon, the company’s Mavic 2 Pro drone features a Hasselblad-branded camera. It’s clear DJI needs Hasselbland’s expertise in optics and design to build high-end drones for enthusiasts and the film market.
Sweden-based # Hasselblad is known for its luxury cameras, but in 2018 it made headlines when it introduced the H6D-400c digital camera for $ 48,000. One might wonder why a camera would cost so much. Well, the Hasselblad H6D-400C’s claim to fame was its ability to combine six 100-megapixel images into one 400-megapixel still image. Its astronomically high price tag created quite a stir in the camera world, with many wondering who would buy a camera for the price and resolution of more than $ 48,000. But Hasselblad was clear about who might be interested in the camera. In an interview with CNBC, a Hasselblad representative told the publication that the H6D-400c was targeting a “special” market niche with cultural institutions such as museums and libraries wanting to capture high-quality images to archive priceless manuscripts and pieces of jewelry.
The Beatles’ Abbey Road album cover was shot with a Hasselblad camera. The album cover, with Lennon, McCartney, Harrison and Starr walking across the Abbey Road zebra crossing, will forever be remembered as one of the most iconic images ever taken. Scottish photographer Iain Stewart Macmillan used a Hasselblad 500C camera, with a Zeiss Distagon 50mm f / 4 lens, to capture the cover photo of The Beatles Abbey Road album in 1969. Macmillan took just six shots of The Beatles walking through the zebra crossing just outside the EMI studios at 3 Abbey Road, St John’s Wood, London. Apparently the visual idea for the shoot came from Paul McCartney. In a 1989 interview with The Guardian, Macmillan revealed that filming took just over 10 minutes. Abbey Road was the eleventh album by the Beatles, the last they recorded together, although Let it be their twelfth and last released studio album was recorded before Abbey Road.
# Hasselblad cameras are expensive and in demand, and there’s a reason they cost so much. Hasselblad only produces about 10,000 cameras a year in a small three-story building in Gothenburg, Sweden. Many Leica cameras, including the X1D II, are made in Sweden, where labor costs are much higher than in many countries where other digital cameras are made. Not to mention that Hasselblad, like Leica, does not cater to the masses. They are made with superior materials and the intention is to make the cameras with classic designs that remain timeless for generations to come.