India, Oct. 4 -- OnePlus came into the tech world with a no-compromise slogan: "Never Settle." The company says its original mission was to challenge the smartphone market by delivering better technology and value, and its early philosophy focused on performance, quality and price. OnePlus later described its own evolution as moving from a "flagship killer" to an "ecosystem builder."

But after more than a decade, strategic shifts, hardware complaints and a major software realignment have changed the way consumers look at the brand.

OnePlus still has a strong foothold in India, but the question is: Has it sacrificed some of the core values that made it stand out?

OnePlus has officially concluded new product rollouts in Europe and North ...