Weeks after unveiling its latest flagship phone – the Samsung Galaxy Note 7 – and days before its UK launch, the company has suspended sales of the phone.
After 35 cases of the 5.7-inch screen phone catching fire and an internal investigation, the firm has ceased sales around the world.
"Because our customers' safety is an absolute priority at Samsung, we have stopped sales of the Galaxy Note 7," it said in a statement.
"For customers who already have Galaxy Note 7 devices, we will voluntarily replace their current device with a new one over the coming weeks."
Samsung said it "acknowledges" the inconvenience caused to customers and it doesn't know why the devices have been burning up. It is working with suppliers to determine the cause.
First reported by the Yonhap News Agency, it is said Samsung is "expected to announce an unprecedented recall" of the phablet.
An official told the media organisation that a "problematic battery" had been installed in "less than 0.1 per cent of the entire volume sold."
"Global discussions are under way about matters such as how to deal with products delivered to dealers," the source explained.
Online, Samsung customers who have already got their hands on the phone have posted videos showing badly scorched devices.
The burn damage has affected the front and rear of phones, making them completely unusable. YouTube user Ariel Gonzalez, who posted the above video, said they were using the official charger when the damage happened.
"Came home from work, put it on to charge for a little bit before I had class," Gonzalez said. “Went to put it on my waist and it caught fire. Yup. Brand new phone, not even two weeks old. Be careful out there, everyone rocking the new Note 7, might catch fire."
Since the reports, the South Korean-based company has seen its share hit by falls and global reports of the device being recalled.
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