The second-half of this year hasn’t been too great for Samsung. The Galaxy Note 7 battery fiasco has put the company in the spot, and it is battling to win back the customers’ trust. With that in mind, Samsung Electronics has now issued an apology via a full-page ad in major US newspapers. Besides apologizing, the company has also assured customers that the issue will be systematically investigated to find the root cause. The letter is signed by Gregory Lee, the president and CEO of Samsung Electronics North America, and talks about how Samsung regrets over the entire situation.
“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,” Samsung said in the full-page ad that appeared in the Washington Post, the New York Times and the Wall Street Journal. “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,” Samsung further added said. The ad goes on to talk about the company’s recent decision to voluntarily recall around 2.8 million washing machines due to some safety problem, saying the company is working towards addressing the problem.
Full-page apology ads are the future of print media: pic.twitter.com/fBAZ9uXFmD
— Rurik Bradbury (@RurikBradbury) November 7, 2016
On paper and based on initial impressions, the Galaxy Note 7 was believed to be the best device built by Samsung so far. But it all went downhill when users started reporting about the device overheating and some catching fire as well. With the number of reported cases on a rise, and global transport authorities banning passengers from carrying the phablet, Samsung finally acknowledge the issue. It announced that faulty units would be replaced, but the bad situation worsened when these so-called ‘safe’ units too started catching fire. The nightmare caused Samsung to finally put an end to the fiasco by officially discontinuing the Galaxy Note 7.
Samsung recently also reported an expected 30 percent profit plunge in its third quarter earnings. The company said that the July to September period stood at $4.6 billion or roughly Rs 30,772 crores which is down almost 30 percent from the previous year. In the earning statement, Samsung said its mobile unit would focus on “expanding sales of new flagship products as well as regaining consumers’ confidence.”
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