Samsung Galaxy Note7 will go down in history as one of the biggest controversies in this business. The highly-anticipated flagship went from a bestseller to a turmoil in a matter of weeks, and the company was forced to issue an unprecedented complete recall of the device.
What's done is done, though, and the market has moved on already. Sure, there are quite a few people sticking with their Note7s because their love towards the device is so strong, but the carriers have already taken actions to recognize and cut their particular outcasts from their cellular networks.
Meanwhile Samsung is working to solve the mystery behind the exploding batteries as well as putting an immense attention to the upcoming Galaxy S8. In the wake of these developments though, Samsung wants people to know how sorry the company is and that it's working in the customers' best interest.
Samsung's Mobile chief has already made a heartfelt apology, and now Samsung Europe CEO has done the same via an open letter. This latter has also printed and sent to all major US newspapers. Here it is:
To our valued customers,
At Samsung, we innovate to deliver breakthrough technologies that enrich people’s lives. An important tenet of our mission is to offer best-in-class safety and quality. Recently, we fell short on this promise.
Because we had not gone on general sale in Europe with the Note7, there were a small number of affected customers here. For those customers who received the device during the pre-order phase, we recognize that we have not lived up to your expectations, or our own high standards. For this we are truly sorry.
We take seriously our responsibility to address concerns about safety and quality. In collaboration with government agencies and industry partners around the world, we are taking proactive steps to do better. Here is an update of our actions.
As you have heard – or experienced personally – we have stopped production of the Galaxy Note7. We are working swiftly to ensure every Note7 device is safely returned. For those directly affected, we appreciate your patience throughout the replacement process.
Samsung is fully committed to identifying and addressing the source of the Note7’s battery issue. We have already initiated investigations with independent third party experts to carefully revisit every aspect of the device, including the battery, hardware and software, and manufacturing processes. Once available, we will transparently share our findings.
Samsung has a long heritage of innovation and we have shown that we can and will learn from our mistakes. While we are always looking to innovate and create the next generation of great consumer technology, safety will remain our top priority. We will invest to better serve your needs through enhanced customer care and quality assurance.
On behalf of all our employees across Europe, we are truly sorry, and grateful for your ongoing support. We will listen to you, learn from this and act in a way that allows us to win back your trust.
President and CEO - Samsung Electronics Europe
Here is hoping Samsung's investigation uncover the truth behind the fiasco soon, so people can safely look forward toward the Galaxy S8.
Yet you're okay with putting your employees at risk should one of these devices explode or catch fire? They should have been returned when you found out about the recall, regardless of business financial loss
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