The Galaxy Fold has been the most polarizing product I can recall having reviewed. Everyone who saw it wanted to play with the long-promised smartphone paradigm shift. The results, on the other hand, were far more mixed.

If nothing else, the Fold has a remarkably high Q-Rating. Each person who saw me using the product had at least a vague idea of what it was all about. I honestly can’t remember the last time I’ve had that reaction with a non-iPhone device. That’s great from brand perspective. It means a lot of people are curious and potentially open to the notion that the Samsung Galaxy Fold is the future.

Of course, it also means there are a lot of people looking on if you fail.

In some ways, this past week with the Samsung Galaxy Fold has been an extremely public beta. A handful of samples were given out to reviewers. Most worked fine (mine included), but at least three failed. It’s what we in the industry call a “PR nightmare.” Or at least it would be for most companies.

Samsung’s weathered larger storms — most notably with the Galaxy Note 7 a few years back. Of course, that device made it much further along, ultimately resulting in two large-scale recalls. The nature of the two issues was also vastly different. A malfunctioning screen doesn’t put the user at bodily risk like an exploding battery. The optics on these things don’t get much worse than having your smartphone banned from planes.

As of this writing, the Fold is still set to go on sale, most likely this year. To be perfectly frank, the April 26 release date seemed overly optimistic well before the first reports of malfunctioning units. It’s never a great sign when a device is announced in February and is only made available for review a few weeks ahead of launch. It’s kind of like when a studio doesn’t let reviewers watch a film before release. It doesn’t necessarily mean it’s bad, but it’s something to keep an eye on.

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