Full-page apology ads are the future of print media: pic.twitter.com/fBAZ9uXFmD
— Rurik Bradbury (@RurikBradbury) November 7, 2016
In the ad, Samsung said it is taking the phone apart to figure what caused the phone to catch fire and explode. It will investigate the device’s manufacturing and development processes to find out the fault.
“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,” the ad reads. “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 wrote in the ad.
Earlier it was reported that it was a fault in the design that caused the batteries to overheat. The smartphone launched officially in August was then recalled in millions in early September from the US, South Korea and other regions it sold to. But even the replacment devices that supposedly took care of the design flaw started exploding when Samsung decided enough is enough and discontinued production of the device a month later. According to Samsung, 85 per cent of the devices sold worldwide has been returned.
The ad also mentions the defective top-loading washing machines which has also been recalled in huge numbers. The ad mentions 34 different models of washing machines that has been recalled- 2.8 million in the US alone, last week.
The top lid of the washing machines, Samsung discovered could detach from the main chassis and nine people have already been injured with Samsung receiving more than 700 reports of the washing machines malfunctioning.
And yet, on top of all this, another Samsung phone was reported to have bloated up and hissed smoke before catching fire and exploding- this time, the budget Samsung J5 in France.
Despite Samsung’s efforts to make amends and win back the public trust it enjoyed thus far, things continue to go south for the company. In the ad, Samsung ended with saying “We are grateful for your ongoing support and again, we are truly sorry.”