In a stunning turn of events in the tech world, Samsung has decided to pull one of its marquee phones completely off the market after reports of it exploding on users, with still no explanation as to why it is happening. Adam Balkin filed the following report.

First, Samsung tried to make the problem go away. It couldn't, so now it's making the entire phone go away: the Galaxy Note 7, recalled after several users reported their device had burst into flames, and then the same thing happened with the new batch of supposedly fixed phones.

"This is a huge deal for Samsung. I've never heard of this happening before, with a best-selling smartphone being entirely recalled from the market and not fixable or replaceable," says Sascha Segan of PCMag.com. "The Galaxy Note 7 is going to have to be cancelled. That's unheard of."

The financial hit Samsung could take is estimated by some to be around $17 billion.  The image hit?

"I think when you have an issue like this, it becomes whether people can really trust your brand anymore," says David Carnoy of CNET.com. "And obviously, there's a lot of competition in the smartphone business, and if you even think about something like, 'Hey, this phone might explode,' that could cause you to go to an iPhone instead of a Samsung device."

On a wider scale, though, could cellphone manufacturers all make some sort of pivot, learning from Samsung's mistakes?

"I think ultimately, cult of thinness is what has doomed this phone, this obsession that Samsung and Apple have of making the thinnest phones possible, no matter what the cost," Segan says. "And I'm really hoping that they look more at things like ruggedness and reliability as opposed to just making phones thinner and thinner. It doesn’t matter if they bend or if they explode."

In the meantime, if you have a Note 7, best to back it up, wipe it clean, turn it off and return it from whence you got it.