Samsung's share price fell dramatically today following the decision to replace faulty Galaxy Note 7 handsets that can catch fire and melt while charging.
Some £10.8bn was wiped from Samsung's value as investors hurried to sell stock. The shares are trading at $653.25 on the London Stock Exchange at the time of writing, their lowest level in just under two months.
Samsung's share price has grown steadily since falling to a low of $530 in May.
Samsung issued a recall of the handset last week and has promised to replace the devices after 19 September. Customers are advised to switch off their Galaxy Note 7s in the meantime.
"For customers who already have Galaxy Note 7 devices, we now ask that you power down your device and return to using your previous phone. We will voluntarily replace your Galaxy Note 7 device with a new one," the firm stated in the official notice.
The fault came to light in late August when a man in China posted photos of a badly burned handet that he claimed was a Galaxy Note 7 that had caught fire while charging.
Several videos then appeared on YouTube from customers claiming similar experiences. Samsung said later that it was investigating the problem, then admitted to an "isolated battery cell issue".
"Because our customers' safety is an absolute priority at Samsung, we have stopped sales of the Galaxy Note 7," the firm added in the recall notice.
Samsung very much in third place behind Android Pay and Apple Pay
Moribund Twitter ads nil, nada, zero users, while revenues fall five per cent to $574m
Wisconsin claims deal could result in 13,000 jobs and $10bn of investment from Foxconn by 2020
Streaming music is the future, whether you like it or not