Samsung has published an open letter of apology to its customers following numerous reports of its Galaxy Note 7 handsets overheating catching fire that led to the handset's recall.
"We recognize that we have not lived up to your expectations, or our own high standards. For this we are truly sorry," YH Eom, president and CEO of Samsung Europe, said on the company's corporate blog.
The letter was also printed in a full-page ad in major US newspapers on Monday.
"On behalf of all our employees across Europe, we are truly sorry, and grateful for your ongoing support. We will listen to you, learn from this and act in a way that allows us to win back your trust," Yom said in the letter.
Separately, Samsung last week recalled 2.8 million top-loading washing machines in the US following reports of physical injury due to parts detaching during high-speed spins.