Samsung has published advertisements in several leading news dailies of US, apologizing for the fire-catching issues in its latest flagship level Note, the Samsung Galaxy Note 7.

Through the full-page ads that were being published in the US papers including the Wall Street Journal, New York Times and Washington Post on Monday, Samsung admitted that they were ‘sorry’ for the incident. The company accepted that they fell short on providing ‘breakthrough technologies’ into the lives of people.

The advertisement, undersigned by the president and CEO Samsung North America Gregory Lee, said,

“At Samsung, we innovate to deliver breakthrough technologies that enrich people’s lives. An important tenet of our mission is to offer best-in-class safety and quality. Recently, we fell short on this promise. For this, we are truly sorry.”

Samsung also promised that careful investigations will be conducted. It mentioned that a thorough research will follow and ample time would be taken until the real cause behind the defect is being pinpointed. “Safety is our top priority”, the statement said.

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