Shortly before the public release of Apple's latest mobile phone rollout of the 7 and 7 Plus, Samsung released a much anticipated Note 7. At that time, I personally know a couple of iPhone owners that was actually considering ditching Apple for Samsung with the release of their new handset... until reports of Samsung's Note 7 spontaneously combusting began to take over the news.
When the story first hit several weeks ago, I thought, "That's rather unfortunate." For both the consumer as well as Samsung, but definitely something the company can recover from.
Unfortunately, it looks as though my latter thought holds little truth; as Samsung has decided to scrap the Note 7 completely following reports of replacement phones also catching fire. Immediately, what will those that had either already purchased or was thinking about purchasing the Samsung Note 7 do? I'm guessing that trust in the brand (in the cell phone arena) will plummet. As a result consumers (both loyal as well as new) will likely decide to seek the latest handsets elsewhere.
According to Bloomberg: