Then it all backfired. Just days after Samsung introduced the Note 7 in August, reports surfaced online that the phone's batteries were bursting into flame. By the end of the month, there were dozens of fires and Samsung was rushing to understand what went wrong. On Sept. 2, Koh held a grim press conference in Seoul where he announced Samsung would replace all 2.5 million phones shipped so far. What was supposed to be triumph had turned into a fiasco.