Samsung has told consumers to stop using its faulty Galaxy Note 7 smartphone after it was involved in dozens of fires and explosions worldwide.
The company has also confirmed that it is permanently stopping production of the phone for the sake of consumer safety, the Associated Press reports.
Many analysts had said the phone was a lost cause, and the news of the battery exploding had caused damage to the brand.
Shortly after the phone was released in August 2016, the supposedly safe model was involved in several serious fires, causing the evacuation of a Southwest Airlines flight and a fire that sent a US man to hospital with smoke inhalation.
The Ghana Civil Aviation Authority (GCAA) had also barred the use of Samsung Galaxy Note7 on all aircraft operating in Ghana.
The UK Guardian reports the damage done to the Samsung brand – stating the company will struggle to keep premium customers from switching to other manufacturers such as Google, which released its own Pixel XL phone this month as a direct competitor to the Note7.
It quotes Edison Investment Research saying: “As a result of making a complete mess of the Galaxy Note7 recall, Samsung is more likely to lose a large number of high end users to other Android handsets rather than to Apple.”
Samsung's website on Tuesday morning GMT stated Samsung is working with the US Consumer Product Safety Commission (CPSC) to investigate the recently reported cases involving the Galaxy Note7.
It said those who have the phone "you should power it down".
“While the investigation is taking place, Samsung is asking all carrier and retail partners here and around the globe to stop sales and exchanges of the Galaxy Note7. Since the affected devices can overheat and pose a safety risk, we are asking consumers with an original Galaxy Note7 or a replacement Galaxy Note7 to power it down and contact the carrier or retail outlet where you purchased your Galaxy Note7.”
The company was offering refunds when consumers returned the phones.