Yeah I don't think weve seen a global recall for a smartphone on such a scale ever before have we ?
I guess the fact they havent officially launched in Europe till tomorrow the 2nd September gives them the leeway to suspend sales whilst they investigate, however many pre-order customers will have recieved their devices.
It's certainly not good PR, and marring what should have been an easy launch after the sucessful launches of the S7 & S7e earlier in the year.
Biggest issue will be trying to 'regain' the momentum afterwards.
Turns out the s7e was a fluke. It just brought everything together that Samsung already knew how to do well. I won't be surprised if this is related to USB C as it is new for this phone line. Or maybe waterproofing in combination with it.
But not just on Samsung. Smart phone rollouts are impossibly difficult with the technology, pressure and demand. So much more can go wrong than right. That is why early reviews are mostly worthless. It takes at least a month to declare something a success in this market.
Between the leaking s7 active and this, many converts will go back or will hold off. And too bad for Samsung. Apple had their users hooked on the phablet once they introduced them, so the Note line was was an appealing alternative on what could be a down iPhone release. But this news won't help convert anyone. And with the market pretty saturated, converts is the market you want.
The biggest thing from here is how they respond. And they better do it swiftly. Samsung is running out of thumbs to plug the holes in this sinking ship