Samsung has apologised to its customers for its Note 7 recall in full-page advertisements in The Wall Street Journal, The New York Times, and The Washington Post.
This follows Samsung’s decision to permanently discontinue its Galaxy Note 7 smartphone after multiple cases of the device bursting into flames.
The company initially replaced faulty Note 7 phones with new phones, but several incidents of the new devices catching alight were soon reported.
Samsung’s president and CEO of its Electronics Europe division, YH Eom, published the letter below in the newspapers to apologise for the mess.
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