Shares in Samsung Electronics fell sharply last week as the recall of its ill-fated Samsung Note 7 smartphone led to a profits warning, sending the shares down around 10%. Analysts are worried that concerns surrounding the current crisis will go beyond just the recall costs and affect the brand’s overall reputation. No such concerns for US rival Apple, whose shares reached a 10-month high last week, on the belief that the new iPhone 7 model will be the prime beneficiary of the (literally) burnt out Note 7.