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NEW YORK (CNN) – The Samsung Galaxy Fold will be launched as planned next week, despite information provided by some early reviewers that their devices broke down after only a few days of use.
It may seem risky for Samsung to launch on schedule, but the company relies heavily on the $ 1,980 luxury device – a 4.6-inch smartphone that opens on a 7.3-inch tablet .
Analysts believe that this device could upset the mobile device market, which has reached a plateau in terms of sales and new innovative features. The pre-orders for the Galaxy Fold have already been sold online. (Samsung refused to share the number of software available at the origin.)
But now, Samsung is grappling with the news that some critics have discovered faulty hinges and their screens were broken after removing the protective film from Fold. In a statement sent to CNN Business, the company said: "The removal of the protective layer or the addition of adhesives to the main screen can cause damage. We will ensure that these information is clearly communicated to our customers ".
Going forward would be risky for any business, but the stakes are more important for Samsung, given its history. The South Korean company has been working for two and a half years to regain consumer confidence following the debacle of its Galaxy Note 7. Millions of these devices had to be recalled due to reports of an explosion of batteries.
Despite the setback of this week, experts say that the Galaxy Fold is not necessarily dead on arrival.
"The (Galaxy Fold) was risky? Of course," said CNN Business, Ramon Llamas, director of research at IDC. "But risk goes hand in hand with innovation, and that's something businesses have learned to adopt – a first-generation product – very rarely as moving as this – rarely meets expectations. "
At the present time, it is unclear whether there are isolated incidents or a larger problem, but the fact of not repelling its launch on April 26 potentially suggests that Samsung thinks it's the first case. The company said that she "will thoroughly inspect these units in person to determine the cause of the case".
Whatever the case may be, it will be essential for Samsung to be transparent about what it learns and to act quickly.
"Samsung needs to quickly review these cases and clearly inform the public, especially pre-orders, of the cause of the issues, how they will be resolved and how they will not be able to keep moving forward," said Stephanie. Tomsett, Research Analyst at ABI Research. "Consumers are likely to worry about this news, and it is necessary to take into account their concerns to ensure that this new device reaches the expected level of popularity."
Following the recall of the Galaxy Note 7, the company has redesigned its battery system to prevent future explosions. It has also benefited from the rapid cycle of the smartphone industry, which has allowed consumers to focus more on the Galaxy S8.
"It worked," said Llamas. "If that's the case, setbacks like these tend to reinforce companies' desire to do things right."
Samsung does not want to be so sure that it is abandoning its reputation as an industry innovator.
"We have reached the point where innovation has reached a plateau, and most of the new features offered by companies are variations on a theme we have already seen," said Llamas. "A bigger screen?" Seen this. "The camera is taking great pictures?" "That too." And staying on this path virtually stops the market from becoming a commodity company, and nobody wants it. "
At the same time, Canalys chief analyst Ben Stanton described the Galaxy Fold as "low risk" from the business point of view.
"The Galaxy Fold is the most daring technical innovation we've seen for some time in smartphones, but it was not intended to be a volume factor this year," he said. declared. "Samsung tends to innovate in this low-risk way, where its advanced technology tends to rely on a device different from its proven flagship products."
He compares that to the first shot of Samsung on a curved screen with the Galaxy S6 Edge. On the other hand, Apple tends to innovate mainly with its main flagship devices. For example, facial identity is a feature only on its latest models.
"Samsung, unlike Apple, does not need to do it right the first time," he said. "He has invested a lot in developing folding displays and is just getting started."
Samsung also offers everything from mobile products to gadgets and smart home TVs. Apple however still derives the bulk of its profits from the iPhone, even though it is trying to diversify into services.
Samsung is not the only company to have a foldable phone in preparation: Royole, Huawei and Motorola would develop similar models.
"Their devices will be subjected to the same scrutiny, or even under a harsher light, to see if their quality can withstand," said Llamas. "It's the price to pay to play in this market.They must be ready for it."
As for consumers looking to get their hands on the first version of the technology, it would be wise to follow ancestral wisdom about new devices and software: wait for the bugs to be fixed.
The-CNN-Wire ™ and © 2018 Cable News Network, Inc., a Time Warner Company. All rights reserved.
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