It’s not quite seppuku (and that’s the wrong Asian culture in any case), but Samsung CEO has taken full responsibility for the debacle which has been the aborted launch of the Samsung Galaxy Fold.
Speaking to journalists in Seoul, DJ Koh admitted: “It was embarrassing. I pushed it through before it was ready.”
“I do admit I missed something on the foldable phone, but we are in the process of recovery,” Koh said.
Of course such openness is not without reason. Somewhat like a job applicant who says his only fault is working too hard, Samsung’s marketing chief Stephanie Choi blamed the issue on Samsung pushing innovation boundaries.
She notes one of Samsung’s slogans was to “change everything” and another was “do what you can’t”, suggesting the company on this occasion pushed just a bit too far.
“Our brand philosophy is ‘do what you can’t’,” Choi says. “We make what can’t be made, and do what can’t be done. This [Galaxy Fold issue] is unfortunately sometimes part of this process.”
Samsung is currently in the process of making things right however and trying to fix all the flaws of the futuristic handset.
“At the moment, more than 2,000 devices are being tested right now in all aspects,” Koh confirmed. “We defined all the issues. Some issues we didn’t even think about, but thanks to our reviewers, mass volume testing is ongoing.”
The event signalled that the relaunch is not too far away, and Koh confirmed rumours of its cancellation are just that.
“The last couple of weeks I think we defined all of the issues and all of the problems we couldn’t find [before sending to reviewers].”
He, however, remained cagey about the actual release date, only saying “In due course. Give us a bit more time.”