Samsung has announced a total halt to production and a recall of its troubled Galaxy Note 7 smartphone, citing continued safety concerns over the device bursting into flames.
Analysts have said the move could cost the world's top smartphone maker $17bn, a huge blow as it fights Apple for domination of the market.
"We recently readjusted the production volume for thorough investigation and quality control, but putting consumer safety as top priority, we have reached a final decision to halt production of Galaxy Note 7s," the company said in a statement on Tuesday.
Earlier, the tech giant had urged owners to switch the phone off over safety concerns.
Samsung said it had asked all global carriers to stop sales of Note 7s and stop exchanging original devices for replacements, while it worked with regulators to look into the problem.
"Consumers with either an original Galaxy Note 7 or replacement Galaxy Note 7 device should power down and stop using the device," the South Korean firm said in statement.
Samsung's decision to pull Note 7s off the shelves for the second time in less than two months has raised doubts about the firm's quality control, while industry commentators have questioned transparency at the tech giant.