Although Note 7 met an untimely demise when its batteries started exploding shortly after its launch in August of last year, the new Note 8 appears to be OK so Samsung’s now posted a cool video note thanking customers for their patience and loyalty through hardship.

It’s a cleverly done clip that re-establishes Samsung as a trusted brand while painting its customers as passionate people who care deeply about the brand.

“Told through real voices of our users, this is a tribute to Galaxy Note fans all over the world,” notes the company. “Thank you for believing in us and continuing to do what can’t be done.”

The South Korean conglomerate was smart to take extra safety steps with Note 8, that was announced on August 23 ahead of Apple’s expected iPhone 8 announcement next month.

To ensure the phone won’t explode like its predecessor, they put it through a series of safety checks and brought in a product safety consultancy firm to do additional tests.

Watch the thank you note embedded below.

For a change, this is a Samsung ad I like.

There’s something intrinsically powerful about admitting your mistake and apologizing to customers you let down. Without sincere apologies, Samsung’s brand would have never recovered from the exploding Note fiasco so fast and in the way it has.

Apple, of course, is no stranger to apologies of its own.

Famously, in 2010 the company held a hastily organized press conference to deal with the aftermath of Antennagate, which threatened to turn the iPhone 4 launch into a disaster.

Even though it has insisted to this day that nothing was wrong with iPhone 4’s antenna, Apple did apologize after all and even offered free bumpers to customers (which was an admission of guilt). At the same time, Apple adjusted the design of the antenna system to mitigate the issue, which has helped the company leave the scandal behind it.

In recent history, CEO Tim Cook was forced to apologize to customers over the Apple Maps debacle, which cost then iOS chief Scott Forstall his job.

And how could we forget the good ol’ MobileMe?

As you know, Steve Jobs offered an olive branch to customers in the form of free service extension due to MobileMe’s botched launch (Walt Mossberg called it MobileMess), downtime, slow performance and inadvertent credit card charges after users signed up for a free trial.

Jobs went through the roof: he summoned the entire MobileMe team for a meeting and gave them a good dressing down, telling employees they should hate each other for having let each other down. He then fired the MobileMe team’s manager on the spot and appointed Eddy Cue as their new chief (he later became SVP of Internet Software and Services).

Back to Samsung…

How do you feel about their thank-you video? Is it yet another step in the right direction? Has the company managed to make piece with its disappointed Note customers, do you think?

Or was this video one apology too many?

Sound off with your thoughts down in the comment section.

  • Jay

    Thanks for coming back after we almost blew you up last time!

  • Jamessmooth

    Great ad.

  • OtterWithKids

    This really is a great ad. Now when they apologize for every Samsung product I’ve ever owned—or any member of my family has ever owned—breaking within the first month and them refusing to fix it, then give me my money back for every one of those products, then reimburse me for each of the 50+ hours I spent on the phone with their sorry excuse for tech support, I *might* forgive them enough to consider ever giving them another cent.

    Given the choice between a Note 8 and a tin can with a string, the tin can wins hands down.

    • CuBoy531

      What if the Note 8 blows up again. Apologize too early ads to follow? “You know when we said we are sorry, we didn’t mean it.” Lol

    • Abhinav Chaudhary

      You better start using tin can as hour phone, you noob af person.

      • OtterWithKids

        If the only other option were a Samsung, I would.

      • Abhinav Chaudhary

        Haha

    • Mike

      How do you break a phone that early??? Seems like you need to put a case on all your phones

      • OtterWithKids

        I’ve never owned a Samsung phone, nor will I. Perhaps their phones are better than their TVs, printers, computer components, home appliances, and tablets. However, I have no desire to waste any more money trying to find out. When a Samsung product breaks (which they always do), Samsung refuses to fix it. If I try again, they pretend they have no record of the last 30+ times I called about the same issue. And the one time they actually gave in and accepted the product back under warranty, they kept it for 41 months, returned it still broken (and with a Chinese power cord), and told me that they couldn’t fix it because it was no long under warranty.

        Contrast this with Apple: when their products break (which they certainly do, though not as quickly as Samsung’s), Apple goes above and beyond to fix it. It’s occasionally cheap, but almost always free. Worst case scenario: I once forgot my iPad on the roof of my car and drove off with it still up there. It fell off in the middle of the road and was run over by an SUV. I called up Apple, told them what happened, and within a week a free replacement arrived at my door.

        I have no particular tie to any tech company; I’ve used several different platforms over the years and support a wide array of devices at work. But when it comes to my own devices, Apple has long since convinced me to buy their products—and Samsung has long since convinced me to avoid theirs.

      • Mike

        I think you have no clue what you are talking about. If you broke different products 30+ times there is something wrong with you and not the company. How do you break a TV, computer, home appliances and etc? I’ve had samsung products too and none of them have been breaking like you calm to be. Probably read the manual? Now you talk about Apple… Apple only sells phones, tablets, computers, and etc. They will repair your stuff if it’s under warranty if not the price for that repair is more than half the cost of it when you bought it. My sister’s macbook got some water in the screen and they were charging $700 just to fix. I could buy a new really good windows laptop for that price.

      • OtterWithKids

        Hi Mike.

        First of all, you don’t seem to have understood me. I never owned 30+ Samsung products, let alone break them. I’ve never broken any Samsung product. They just stop working within a month of purchase. The 30+ is the number of times I called about the [I]same [/I]Samsung product—a printer—that they promised to repair under warranty, then kept for [b]41 months[/b] before finally admitting that I ever owned in the first place and returning it, still broken.

        As for Apple, you also don’t seem to have understood me. I’ve had plenty of Apple products repaired for free, both in and out of warranty. Just a few weeks ago, my daughter dropped her out-of-warranty iPad mini and smashed the screen. It was replaced free of charge. Yes, I had to argue my case before they would do so, but they did it—as usual. With Samsung, it’s a struggle to even get them to understand English, let alone under as difficult a concept as customer service.

        I’m really not trying to be mean here, but you should probably make sure you understand what I’m saying before attacking me over it.

  • There is a certain irony that they release this trailer saying things like “thank you … for inspiring us to be better” and meanwhile their CEO is arrested and sentenced to 5 years in jail for a multitude of crimes.

    Oh well, at least they are consistent in their behavior…

    • Iskren Donev

      Indeed, I was kind of surprised that this didn’t have a bigger impact on social media. But I guess the tech crowd cares more about the tech itself and less about the people behind it (which is fair enough)