Samsung is pleading its case with American consumers via full-page apologies in three top U.S. newspapers.
The South Korean firm took out ads in the New York Times, Wall Street Journal and The Washington Post to apologize for its problematic recall of the Galaxy Note 7.
“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.
It goes on to say that a “careful Note 7 investigation is underway and the findings will be shared when the process is complete…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.
“Most importantly, safety remains our top priority. 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.”
Full-page ad from Samsung: “We are truly sorry” about the Galaxy Note7. pic.twitter.com/ADAM0A0TOP
— scott budman (@scottbudman) November 7, 2016
The ad also referenced its recall of nearly three million top-loading washing machines made between March 2011 and April 2016. The recall became necessary after Samsung received a number of complaints referencing “exploding” machines as well as machines violently breaking apart during the spin cycle.
The washing machine issue erupted just weeks after Samsung was forced to halt sales of its Galaxy Note 7 and issue a global recall due to a “battery cell issue” that was causing the handsets to explode or catch fire.
Samsung last month announced its decision to permanently end production of the Galaxy Note 7 after a number of the supposedly safe replacement devices caught fire. The replacement Galaxy Note 7s were supposed to be unaffected by the battery manufacturing error that had caused the fires in the first batch of the now recalled devices released at the beginning of September.
The technology titan’s woes resulted in the company’s operating profit plummeting 30 percent year-on-year in its most recent fiscal quarter.
Samsung has said it is expecting a turnaround with the launch of its new flagship Smartphones next year. The apologies are likely part of its efforts to convince consumers to give the Galaxy S8 a chance.