The Galaxy Note 7 is the fire that Samsung just can't seem to put out. After issuing a worldwide recall that impacted 2.5 million devices, last week there were five cases of replacement Note 7s catching fire or smoking, which has prompted the major U.S. carriers to stop selling the device.
Samsung has also said that it has "adjusted" the production schedule for the phone, while others report that the company has at least temporarily ceased Note 7 production.
That's probably not far enough, at least according to one prominent analyst.
"Samsung should discontinue the Note 7, and may want to discontinue the Note brand entirely going forward," says Avi Greengart, research director of consumer platforms and devices at Current Analysis.
There's certainly some baggage now attached to the Note brand, as Samsung has apparently rushed a replacement Note 7 to market without proper and thorough safety testing.
Samsung had previously blamed its battery suppliers for the initial recall, but according to a report in The Wall Street Journal, there could be other causes. These include the battery's voltage control system. It's likely not the battery itself, as Samsung has switched suppliers.
For Greengart, there are two disturbing things about these latest developments. One, a girl was hurt when her phone caught fire. Second, "Samsung's customers, the carriers, are being more responsive to the public by halting Note 7 distribution, than Samsung has been itself."
"There is so much scrutiny on Samsung phones right now that if any phones had these issues, we would certainly know about them," Greengart said. "The Note 7 appears to have a design flaw that is not impacting other phones at the company."
Samsung still has an opportunity to stop the bleeding, but the longer it waits, the more potential there is for further harm to both consumers and the company's reputation.