Samsung's Galaxy Note 7 apology is appreciated, but transparency and details about what went wrong will go farther for the brand.

2016-11-09 08:37:49 alice 17

That transparency will do more to repair Samsung's brand hit than any apology will. Here's what questions I'd like answered:

  1. How did the handoff between the players in the supply chain lead to the Galaxy Note 7 battery issue?

  2. What processes will be changed?

  3. How does Samsung's post mortem apply to the smartphone industry overall?

  4. The actual cause of the battery issue and the role of hardware and software integration?

  5. Where did Samsung controls and management decision making fall short and what's being done to fix those process shortfalls?

Add it up and the investigation into the device and its parts are important. The processes and learning for the rest of the industry will be just as important.