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In video, Samsung apologizes for Note7 battery defects

Matt Hamblen | Sept. 19, 2016
Company's top U.S. exec doesn't admit defects actually caused fires, however

Moorhead said the video recalled the time when Steve Jobs addressed the press on "antennagate" in 2010. Antennagate was the name Jobs gave to the controversy over the iPhone 4 when some users complained of dropped calls when touching the edge of the phone, a gesture which bridged a gap separating two antennas.

Analyst Jack Gold of J.Gold Associates, said the video was "exactly what Samsung needed to do to maintain consumer confidence in their products."

Gold said not all vendors would have produced such a video, which called attention to its exchange process and other steps the vendor has taken. "Samsung has taken the initiative to make things right and I suspect most consumers will be pleased … Samsung will likely suffer no ill will long term."

The exchange and refund process might be potentially costly to Samsung, he added, but "it puts a halt to the negative perception and helps them remain a reputable supplier of products in the consumer's eyes."

Jeff Kagan, an independent analyst, was less charitable. On a scale of 1 to 10 for effectiveness, he gave the Samsung video a 5.

“It’s an effort, but not strong enough to make a difference,” Kagan said. "The damage is done. Their brand is now damaged. The only question is how deep will that damage go and how long will that damage last?

"If anyone get’s injured, this will escalate very quickly.”


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