Does The Burning Samsung Galaxy Mean Meltdown For Its Battle With Apple

It seems unlikely that any fan of mobile technology is unaware that the Samsung Galaxy Note 7 has a reputation for inexplicably bursting into flames. The launch of the latest Galaxy has been a disaster for Samsung as the Korean giant has had to offer replacements for 500,000 units of their new model in the U.S. alone. As reported in Time Magazine just last week the U.S. Consumer Product Safety Commission issued a voluntary recall of devices sold before September 15, saying that the lithium-ion battery in the Galaxy Note 7 smartphones can overheat and catch fire, posing a serious burn hazard to consumers.

Samsung was forced to stop selling their flagship Galaxy last month after numerous reports of the devices catching fire and injuring consumers. As any tech-fan will know, Samsung has been facing off against Apple for years. The Korean company offers a cheaper product than Apple’s premium prices but the companies have been locked in a number of protracted legal battles over alleged breaches of copyright. Apple accuses Samsung of stealing their ideas, but until the launch of the Galaxy 7 Samsung, have been sneaking ahead of Apple in terms of market share.

Samsung launched the Galaxy 7 ahead of the release of Apple’s new iPhone, a move that seemed sure to help Samsung strengthen their grip on the smartphone market. Sadly for Samsung, what seemed a smart move has backfired badly and with the new iPhone now available it seems that many consumers are beating a path to their nearest Apple store.

Galaxy Note 7 owners: You can now trade your phone for a replacement from Samsung https://t.co/7E2pg1aJlf ?

— WSJ Tech (@WSJTech) September 22, 2016

According to USA Today, reports that a major survey has indicated that only 18 percent of those who bought a Samsung Galaxy 7 intend to stick with the model. Worryingly for Samsung, 35 percent of Galaxy 7 owners surveyed said that they would opt for a refund instead of a replacement device and a further 26 percent are headed for the Apple store.

In an editorial yesterday, Forbes urged Samsung Galaxy users to take action if they own a Note 7. Replacement models of the Galaxy are available and as Forbes pointed out, doing nothing is flirting with danger.

“If you have a Note 7 and you haven’t returned it because ‘it won’t happen to me’ is your mantra for potentially explosive devices, please listen when I say that it’s not worth the risk.”

“I’ve seen a lot of product recalls in my time but I haven’t seen many that are as serious as this one. Samsung is doing everything it can, from push messages, informing the government and emailing customers. But the percentage of people that have not returned their phones is too d**n high.”

In 2016, we would be forgiven for thinking that companies like Samsung would be subject to a rigorous testing and safety regime that would ensure consumer safety. According to Digital Trends, that is not always the case, in fact, they claim that the Galaxy Note 7 is unlikely to have been tested by anyone outside Samsung.

For its part, Samsung claims that the fact that Galaxy Note 7’s bursting into flames is the result of a manufacturing error in the batteries rather than being a fault in Samsung’s manufacturing. Either way, it is troubling that a mass market product like the Samsung Galaxy can reach consumers in a state that could be potentially devastating. Fortunately, no one has died as the result of Samsung’s blunder but several people have been injured.

USA Today estimates that the Galaxy Note 7 fiasco will cost Samsung close to $1 billion. That estimate only takes account of the replacement costs to Samsung. What will be more worrying in the longer term is what damage the Galaxy Note 7 does to Samsung’s worldwide reputation. Samsung products have a great reputation for quality and affordability and in recent years they have built a loyal customer base, something that has allowed Samsung to challenge Apple head-on.

The emissions scandal with Volkswagen cars has taught us that no manufacturer is immune from becoming a “toxic” brand. Time will tell whether or not Samsung’s Galaxy Note 7 will cause severe damage to the companies reputation. In the meantime, Apple will be only too pleased to bring Samsung Galaxy users back into the Apple family.

[Featured Image by Ahn Young-joon/AP Images]