Samsung took out full-page ads in three major US newspapers on Monday to apologize for the Note 7 debacle.
The Wall Street Journal, The New York Times, and The Washington Post each included a letter to "our valued customers," signed by President and CEO of Samsung Electronics North America, Gregory Lee.
"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 said. "For those directly affected, we appreciate your patience throughout the exchange process. We know you expect more from Samsung, and that your loyalty is earned, not given.
"We are taking proactive steps to identify and address what went wrong and how we need to improve our operations," Lee continued. "Samsung will revisit every step of engineering, manufacturing, and quality control processes so we can meet the highest standards for excellence moving forward."
The ad also touches on a recent voluntary recall of the company's top-loading washing machines, due to safety issues. Samsung promised free in-home repairs and rebates to affected customers.
"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," Lee said. "We are grateful for your ongoing support and again, we are truly sorry."
But just as Samsung extinguished the flames of one smartphone fire, another handset lit up over the weekend. A woman in France, Lamya Bouyirdane, said she bought a Galaxy J5 on the Internet in June. It didn't overheat "when we were on [vacation] in Morocco where it was very hot," she told French daily newspaper La Rép des Pyrénées. But on Sunday, Bouyirdane noticed the phone's frame had expanded and smoke was pouring out; she threw it on the floor, where the gadget caught fire and the back panel blew off.
She plans to sue Samsung, according to the Associated Press.
Aimed at millennial users, the 5-inch Galaxy J5 (pictured) boasts a front-facing LED flash and 5-megapixel wide-angle selfie camera and self-timer, as well as 13-megapixel rear camera. The handset went on sale in China in 2015, sporting a 1,280-by-720 display, 1.2GHz quad-core Snapdragon 410 processor, 1.5GB of RAM, and 16GB of expandable storage.
It also features a 2,600mAh battery—smaller than the 3,500mAh battery in the Galaxy Note 7.