Samsung wants Americans—or at least the handful of them that still ready daily newspapers—to know that it's "truly sorry" its new phones keep exploding. Gizmodo reports the company took out full-page ads in the Washington Post, New York Times, and Wall Street Journal to address the expensive recall of its much-hyped Galaxy Note 7. The ad appeared in the Monday editions of the papers and was signed by Samsung president and CEO Gregory Lee, according to the Verge. "An important tenet of our mission is to offer best-in-class safety and quality," the ad states. "Recently, we fell short on this promise." It states an investigation is underway to figure out what went wrong with the Note 7. (The ad also addresses Samsung's recent problem with exploding washing machines.)