diff --git a/drivers/media/i2c/max9286.c b/drivers/media/i2c/max9286.c
index 7c663fd587bb..e9b7629fb5bc 100644
--- a/drivers/media/i2c/max9286.c
+++ b/drivers/media/i2c/max9286.c
@@ -15,6 +15,7 @@
 #include <linux/fwnode.h>
 #include <linux/gpio/consumer.h>
 #include <linux/gpio/driver.h>
+#include <linux/gpio/machine.h>
 #include <linux/i2c.h>
 #include <linux/i2c-mux.h>
 #include <linux/module.h>
@@ -168,6 +169,8 @@ struct max9286_priv {
 	u32 init_rev_chan_mv;
 	u32 rev_chan_mv;
 
+	u32 gpio_poc[2];
+
 	struct v4l2_ctrl_handler ctrls;
 	struct v4l2_ctrl *pixelrate;
 
@@ -1025,20 +1028,27 @@ static int max9286_setup(struct max9286_priv *priv)
 	return 0;
 }
 
-static void max9286_gpio_set(struct gpio_chip *chip,
-			     unsigned int offset, int value)
+static int max9286_gpio_set(struct max9286_priv *priv, unsigned int offset,
+			    int value)
 {
-	struct max9286_priv *priv = gpiochip_get_data(chip);
-
 	if (value)
 		priv->gpio_state |= BIT(offset);
 	else
 		priv->gpio_state &= ~BIT(offset);
 
-	max9286_write(priv, 0x0f, MAX9286_0X0F_RESERVED | priv->gpio_state);
+	return max9286_write(priv, 0x0f,
+			     MAX9286_0X0F_RESERVED | priv->gpio_state);
 }
 
-static int max9286_gpio_get(struct gpio_chip *chip, unsigned int offset)
+static void max9286_gpiochip_set(struct gpio_chip *chip,
+				 unsigned int offset, int value)
+{
+	struct max9286_priv *priv = gpiochip_get_data(chip);
+
+	max9286_gpio_set(priv, offset, value);
+}
+
+static int max9286_gpiochip_get(struct gpio_chip *chip, unsigned int offset)
 {
 	struct max9286_priv *priv = gpiochip_get_data(chip);
 
@@ -1058,13 +1068,10 @@ static int max9286_register_gpio(struct max9286_priv *priv)
 	gpio->of_node = dev->of_node;
 	gpio->ngpio = 2;
 	gpio->base = -1;
-	gpio->set = max9286_gpio_set;
-	gpio->get = max9286_gpio_get;
+	gpio->set = max9286_gpiochip_set;
+	gpio->get = max9286_gpiochip_get;
 	gpio->can_sleep = true;
 
-	/* GPIO values default to high */
-	priv->gpio_state = BIT(0) | BIT(1);
-
 	ret = devm_gpiochip_add_data(dev, gpio, priv);
 	if (ret)
 		dev_err(dev, "Unable to create gpio_chip\n");
@@ -1072,6 +1079,72 @@ static int max9286_register_gpio(struct max9286_priv *priv)
 	return ret;
 }
 
+static int max9286_parse_gpios(struct max9286_priv *priv)
+{
+	struct device *dev = &priv->client->dev;
+	int ret;
+
+	/* GPIO values default to high */
+	priv->gpio_state = BIT(0) | BIT(1);
+
+	/*
+	 * Parse the "gpio-poc" vendor property. If the property is not
+	 * specified the camera power is controlled by a regulator.
+	 */
+	ret = of_property_read_u32_array(dev->of_node, "maxim,gpio-poc",
+					 priv->gpio_poc, 2);
+	if (ret == -EINVAL) {
+		/*
+		 * If gpio lines are not used for the camera power, register
+		 * a gpio controller for consumers.
+		 */
+		ret = max9286_register_gpio(priv);
+		if (ret)
+			return ret;
+
+		priv->regulator = devm_regulator_get(dev, "poc");
+		if (IS_ERR(priv->regulator)) {
+			if (PTR_ERR(priv->regulator) != -EPROBE_DEFER)
+				dev_err(dev,
+					"Unable to get PoC regulator (%ld)\n",
+					PTR_ERR(priv->regulator));
+			return PTR_ERR(priv->regulator);
+		}
+
+		return 0;
+	}
+
+	/* If the property is specified make sure it is well formed. */
+	if (ret || priv->gpio_poc[0] > 1 ||
+	    (priv->gpio_poc[1] != GPIO_ACTIVE_HIGH &&
+	     priv->gpio_poc[1] != GPIO_ACTIVE_LOW)) {
+		dev_err(dev, "Invalid 'gpio-poc' property\n");
+		return -EINVAL;
+	}
+
+	return 0;
+}
+
+static int max9286_poc_enable(struct max9286_priv *priv, bool enable)
+{
+	int ret;
+
+	/* If the regulator is not available, use gpio to control power. */
+	if (!priv->regulator)
+		ret = max9286_gpio_set(priv, priv->gpio_poc[0],
+				       enable ^ priv->gpio_poc[1]);
+	else if (enable)
+		ret = regulator_enable(priv->regulator);
+	else
+		ret = regulator_disable(priv->regulator);
+
+	if (ret < 0)
+		dev_err(&priv->client->dev, "Unable to turn power %s\n",
+			enable ? "on" : "off");
+
+	return ret;
+}
+
 static int max9286_init(struct device *dev)
 {
 	struct max9286_priv *priv;
@@ -1081,17 +1154,14 @@ static int max9286_init(struct device *dev)
 	client = to_i2c_client(dev);
 	priv = i2c_get_clientdata(client);
 
-	/* Enable the bus power. */
-	ret = regulator_enable(priv->regulator);
-	if (ret < 0) {
-		dev_err(&client->dev, "Unable to turn PoC on\n");
+	ret = max9286_poc_enable(priv, true);
+	if (ret)
 		return ret;
-	}
 
 	ret = max9286_setup(priv);
 	if (ret) {
 		dev_err(dev, "Unable to setup max9286\n");
-		goto err_regulator;
+		goto err_poc_disable;
 	}
 
 	/*
@@ -1101,7 +1171,7 @@ static int max9286_init(struct device *dev)
 	ret = max9286_v4l2_register(priv);
 	if (ret) {
 		dev_err(dev, "Failed to register with V4L2\n");
-		goto err_regulator;
+		goto err_poc_disable;
 	}
 
 	ret = max9286_i2c_mux_init(priv);
@@ -1117,8 +1187,8 @@ static int max9286_init(struct device *dev)
 
 err_v4l2_register:
 	max9286_v4l2_unregister(priv);
-err_regulator:
-	regulator_disable(priv->regulator);
+err_poc_disable:
+	max9286_poc_enable(priv, false);
 
 	return ret;
 }
@@ -1289,20 +1359,10 @@ static int max9286_probe(struct i2c_client *client)
 	 */
 	max9286_configure_i2c(priv, false);
 
-	ret = max9286_register_gpio(priv);
+	ret = max9286_parse_gpios(priv);
 	if (ret)
 		goto err_powerdown;
 
-	priv->regulator = devm_regulator_get(&client->dev, "poc");
-	if (IS_ERR(priv->regulator)) {
-		if (PTR_ERR(priv->regulator) != -EPROBE_DEFER)
-			dev_err(&client->dev,
-				"Unable to get PoC regulator (%ld)\n",
-				PTR_ERR(priv->regulator));
-		ret = PTR_ERR(priv->regulator);
-		goto err_powerdown;
-	}
-
 	ret = max9286_parse_dt(priv);
 	if (ret)
 		goto err_powerdown;
@@ -1329,7 +1389,7 @@ static int max9286_remove(struct i2c_client *client)
 
 	max9286_v4l2_unregister(priv);
 
-	regulator_disable(priv->regulator);
+	max9286_poc_enable(priv, false);
 
 	gpiod_set_value_cansleep(priv->gpiod_pwdn, 0);
 
