Samsung has had to amp up its apology game in the wake of the exploding Galaxy Note 7 debacle. First the company had to issue two recalls, then make moves to permanently discontinue its handset. Now Samsung has put our full-page ads in the The Wall Street Journal, The New York Times, and The Washington Post, apologising for falling short on safety.
The letter, signed by president and CEO of Samsung Electronics North America, Gregory Lee, talks up the company’s commitment to identifying what went wrong with the Note 7.
“An important tenet of our mission is to offer best-in-class safety and quality. Recently, we fell short on this promise,” Lee writes. “For this we are truly sorry.”
“A careful Note 7 investigation is underway and the findings will be shared when the analysis is complete,” the letter continues. “The process will be thorough and include some of the best independent technical experts in the world to help inform and validate our work.
“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.”
The ad also mentions the fact that the company has had to recall a bulk of its top-loading washing machines in the US, although the figure of 2.8 million recalled units isn’t mentioned.
With news about the inclusion of an AI assistant in the Galaxy S8, Samsung will want to start shifting focus towards the future. For now, however, the company intends to make it clear that it has made mistakes, and that it is sorry for them.
“Most importantly, safety remains our top priority,” the letter concludes. “We will listen to you, learn from this and act in a way that allows us to earn back your trust. We are grateful for your ongoing support and again, we are truly sorry.”
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