“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.”

This is how the latest statement from Samsung starts, as the company continues to deal with the nightmarish fallout from the recall and discontinuation of the Galaxy Note 7 smartphone. The device, which was supposed to be the South Korean company’s pride and joy, threatens to become an albatross around its neck after numerous reports of the phone catching fire came in from around the world.

The electronics giant is the biggest smartphone seller in the world by volumes, and its brand is threatened by the Note 7 fiasco, especially since the company has still not been able to identify the reason behind the malfunction.

In its statement Thursday, Samsung said: “We know you expect more from Samsung, and that your loyalty is earned, not given. A careful Note7 investigation is underway and the findings will be shared when the analysis is complete. The process will be thorough and include some of the best independent technical experts in the world to help inform and validate our work. We will re-examine every aspect of the device, including all hardware, software, manufacturing and the overall battery structure. We will move as quickly as possible, but will take the time needed to get the right answers.”

The company has also had some trouble with its top-loading washing machines in the U.S. Increased vibration caused the tops of some machines to detach and at least nine people have been hurt. This problem was also addressed in the statement, which was signed by Gregory Lee, president and CEO of Samsung Electronics for the North America region.

“Samsung with the U.S. Consumer Product Safety Commission also just announced a voluntary recall to address a rare issue with our top-load washing machines.  From free in-home repair to rebate, Samsung is moving quickly to offer our customers unprecedented remedy options that minimize disruption to their lives. Our service teams are visiting homes this week to help resolve concerns.”