UPDATED 3.49pm: Samsung recalled its Galaxy Note 7 smartphones after finding some of their batteries exploded or caught fire.

Samsung's Note 7s are being pulled from shelves in 10 countries, including South Korea and the United States, just two weeks after the product's launch. Customers who already bought Note 7s will be able to swap them for new smartphones in about two weeks, said Koh Dong-jin, president of Samsung's mobile business.

He apologised for causing inconvenience and concern to customers.

Spark has stopped selling Samsung's Galaxy Note7 until further notice, as part of a global recall of the devices.

Spark said anyone who's bought a Note7 can swap it for something else or have a refund.

Vodafone said it's contacting customers who've got Note7s to work out a plan for them.

2degrees customers can return their Note7 to the store they purchased it from where they can exchange it, pick up an alternative device until the new Note7 model arrives, or receive a full refund.

The recall, the first for the new smartphone though not the first for a battery , comes at a crucial moment in Samsung's mobile business. Apple is expected to announce its new iPhone next week and Samsung's mobile division was counting on momentum from the Note 7's strong reviews and higher-than-expected demand.

Samsung said it had confirmed 35 instances of Note 7s catching fire or exploding. There have been no reports of injuries related to the problem.

The company said it has not found a way to tell exactly which phones may endanger users out of the 2.5 million Note 7s already sold globally. It estimated that about 1 in 42,000 units may have a faulty battery.

Samsung's official statement was silent on whether customers should stop using their phones, and it didn't say whether the problems happened while the phones were charging or during normal use.

A marketing expert said Samsung's reputation will be damaged following the recall of its Galaxy Note7.

Professor Siah Hwee Ang from Victoria University said Samsung has done the right thing to recall the phone so quickly, and that will mitigate some of the damage.

"Nonetheless, given the Note7 is a flagship item, and basically is one of those with which they compete with Apple, it is quite damaging for them," he added.

Siah Hwee Ang said it's very difficult to get consumers to trust in a product after an incident like this.