In attempt to clot the wound inflicted by the Galaxy Note 7 debacle, Samsung has ponied up for full-page apology ads in several major newspapers in the United States. The ads, which run in print (as opposed to online), only address the Galaxy Note 7 and not the 2.8 million top-loading washing machines Samsung recently recalled over hundreds of reports of "excessive vibration" causing the top to fling off. In one instance, an affected model resulted in a broken jaw.
As to the Galaxy Note 7, Samsung issued a second and final recall after discovering that replacement handsets suffered the same overheating and exploding issue as the original model. Samsung incorrectly determined that swapping the battery unit would solve the problem.
"An important tenet of our mission is to offer best-in-class safety and quality. Recently, we fell short on this promise. For this we are truly sorry," Gregory Lee, president and CEO of Samsung Electronics North America, states in the apology ad.
Full-page apology ads are the future of print media: pic.twitter.com/fBAZ9uXFmD— Rurik Bradbury (@RurikBradbury) November 7, 2016
"We will re-examine every aspect of the device, including all hardware, software, manufacturing, and the overall battery structure. We will move as quickly as possible, but will take the time needed to get the right answers," Lee added.
Time is not really on Samsung's side, not in the fast moving and ultra competitive mobile phone market. Samsung normally introduces new flagship phone models at the Mobile World Congress (MWC) in Barcelona, such as the Galaxy S7 and Galaxy S7 Edge last March, but there's already chatter of it delaying the launch of the Galaxy S8 and Galaxy S8 Edge. Until Samsung can figure out what went wrong with the Galaxy Note 7 and ensure it doesn't happen again, there's no point in releasing another high profile handset.