There's no denying it, the launch of the Samsung Galaxy Note 7 was an absolute disaster.
After glowing early reviews for the handsets the first release wave was going really well... until it became clear that they sometimes went on fire and exploded. A costly recall was brought into effect with a new model issued and that also had a pyrotechnic habit.
Eventually the company wrote off the entire line, killing the Note 7 and damaging its brand to a degree that we can't yet quite qualify, far beyond the billions the company lost in value overnight.
And Samsung is really, really sorry.
They've issued a full page ad in a range of American newspapers, with this message:
"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,” 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.”
For some reason not everyone has returned their potentially dangerous phone yet, and the word is that Samsung will be issuing an update which will force a message urging the return as soon as possible onto these remaining phones.
Let's hope the Galaxy S8 launch goes smoothly.