[throw2016]

Samsung has been dragging their feet on this. Their response has lacked clarity and urgency.

Paradoxially this kind of tepid circumspect response designed to first protect the brand has a far greater chance of damaging the brand permanently than coming clean unequivocally and proactively taking full responsiblity.

The second approach you take a loss but live to fight another day, the first the public begin to harbour doubts about your commitment to safety and your users and that can cast a long shadow on your future products.

[deong]

Honestly, I thought their initial response was fine. There were probably a few too many incidents before a recall was announced, but it happened pretty quickly, and you have to give them a bit of time to do their own internal "what the hell is going on" assessment. Fairly quickly though, they announced a global recall, communicated what to do to their customers, and said all the right things to make it right. My wife bought one the day after launch. Once the recall started, there was nothing tepid or ambiguous. She got multiple direct communications laying out the steps to take for the recall.

The big problems are (a) they didn't actually seem to get it fixed, (b) they didn't actually seem to get it fixed, and (c) the appearance (and possible reality) that they cut corners initially to get to market before the iPhone.

[simonh]

I don't think they were trying to protect the brand, they were trying to protect their bank balance by avoiding recalling, replacing and ultimately scrapping the product line.

[Cthulhu_]

But they already had recalled the model, the first version, which can be exchanged for what was supposed to be a 'safe' model. Didn't work out for them.