Last week, Samsung announced that it would delay the public launch of the Galaxy Fold, a device which costs almost US$2000, after there were reports of the smartphone breaking or showing bulges or blinking screens.
The website iFixit, which does tear-downs of devices on a regular basis soon after they are publicly available, had obtained a Galaxy Fold and done a tear-down (archived version here) which found some serious issues with the phone.
Under pressure from Samsung, iFixit then announced that it would be removing the tear-down.
The company suffered an almighty public relations fiasco when its Galaxy Note7 device began spontaneously combusting; it refused to pull the devices off the market in time, constantly offering excuses for what, in the end, turned out to be an issue with the battery.
But memories of that seemed to have evaporated and Samsung has now taken a step which is sure to result in every website in the publishing business giving it a black eye.
Some of the issues that iFixit, a highly respected site, found were quite embarrassing:
"The mechanics involved in the fold are likely to wear over time, causing stress to hinges and display, necessitating eventual replacement," the site said in its final thoughts on the Galaxy Fold.
"The lack of protection and fragility of the main display mean you'll almost certainly be replacing the screen before long—a pricey repair.
"Battery replacements are possible, but unnecessarily difficult—solvents help, but risk damage to the display supports.
"Glued-down glass both front and back means greater risk of breakage, and makes repairs difficult to start."
It looks very much like Samsung wanted to be first to market, ahead of Chinese vendor Huawei, which also plans to launch a foldable device.
But with Samsung's rush to market with the Note7 having played it false, one would have thought that the South Korean firm would have learnt its lesson.
And when things went wrong with the Fold, the wiser option would have been to withdraw it and launch once the issues with the device had been ironed out.
You'd have to really wonder – which PR company is advising Samsung? And is it the same outfit which presided over the Note7 blow-up?