Samsung has urged owners of the Galaxy Note 7 to turn off its high-end smartphone while it investigates new reports of the device catching fire. It is also stopping all sales of the phone. Samsung recalled 2.5 million phones in September after complaints of exploding batteries, and later insisted that all replaced devices were safe. But there have since been reports of even those phones catching fire too. The company has announced that customers’ safety remains their number one priority and so will be asking all carrier and retail partners globally to stop sales and exchanges of the Galaxy Note 7 while the investigation is taking place.

The problems for Samsung come at a crucial time for the firm. Technology analyst Andrew Milroy, from Frost & Sullivan, said ‘Samsung had been making a comeback against its rivals, but this catastrophic product fault will seriously damage its competitive position in the smart phone market.’ There will also be concern about the knock-on effect on the reputation of the brand, including the trust consumers have in Samsung’s wide range of products. (11th October 2016)