Samsung has recalled its Galaxy Note 7 smartphone from sale after reports of handsets catching fire.

There have been 35 cases where a fault has caused Note 7 handsets in the US and South Korea to explode after being charged. Samsung says it is conducting a thorough investigation and has identified a battery cell issue as the root cause of the problem.

Since the Note 7 launched last month, Samsung has sold 2.5m of the handsets across 10 markets. Depending on the country, different companies have provided the batteries, but this doesnt seem to be factoring into Samsungs recall.

The number of cases is relatively small given Samsungs response – which Samsung president of mobile Koh Dong-jin said “will cost us so much it makes my heart ache,” according to BBC News – but the company doesnt seem to risk further incidents.

“Because our customers’ safety is an absolute priority at Samsung, we have stopped sales of the Galaxy Note 7,” said a Samsung spokesperson.

A new model of the Note 7 will be manufactured, and distributed to current owners in the coming weeks.

“We acknowledge the inconvenience this may cause in the market but this is to ensure that Samsung continues to deliver the highest quality products to our customers,” said the spokesperson. “We are working closely with our partners to ensure the replacement experience is as convenient and efficient as possible.”