Earlier today, Samsung announced the findings of its extensive investigation into a series of fires that led to the final worldwide recall of its Galaxy Note7, which it launched last year. Unsurprisingly, the company said it had "concluded that the battery had been the cause of the issues" that plagued its flagship phone.
The device's problems, and Samsung's response to the issues - particularly in the first couple of weeks after reports of the battery fires emerged - tarnished both the Galaxy Note brand, and that of the company itself. But Samsung is banking on the allegiance of its customers, and perhaps their short memories, to allow it to breathe new life into its popular line of stylus-toting handsets.
Samsung mobile chief Koh Dong-jin made it clear to CNET that a successor to the device is on the way. "I will bring back a better, safer, and very innovative Note8," he said - apparently confirming that the company will not retire the Note brand, as some had speculated.
Given Samsung's considerable investment in its Note line and S Pen technology, it's no great surprise to hear that a successor is planned, although it's not yet clear when it will arrive. If the Note8 follows the pattern of previous Note releases, it seems likely to be unveiled sometime in the third quarter of this year - but that's not guaranteed.
Koh also confirmed today that its new Galaxy S8 will not launch at next month's Mobile World Congress industry expo in Barcelona, despite having unveiled its Galaxy S-series handsets at that event in recent years. Samsung could potentially hold back its Note8 launch too, allowing more time for the memory of its last fiery flagship to fade away.
Of course, it won't be easy to forget the Note7 debacle, but Koh believes that people will still be ready and willing to buy the Galaxy Note8 when it eventually goes on sale. "We found through the investigative process, we knew there are lots and lots of loyal Note customers."
After its first recall, Samsung said that 90% of Galaxy Note7 owners opted for a direct replacement for the device. Its second recall will no doubt have tested the loyalty of its customers - but the company evidently remains convinced that it can win them back, as well as earning the trust of other potential buyers.