As Samsung launches its new consumer-focused Galaxy Note8 in New York, the company is in conversation with Australian aviation about updating any remaining warnings about its previous Note7 phones, which were recalled after battery issues caused several cases of phones overheating and catching fire.

Samsung collaborated closely with aviation organisations in late-2016, and early this year, regarding safety messages and participation in the Note7 recall program. In most cases, references to Note7 have been removed across Australia and in markets around the world, the company said.

The new Note8, revealed overnight at an event in New York, will sell for $1499 when it goes on sale on September 22 in Australia, $250 more than last year's Note7.

The South Korean multinational is also ramping up its marketing spend — although it won't disclose how much it is spending — to reach a broader consumer audience and giving its loyal users, some of which were refusing to give up their Note7s even as the products were being recalled, freebies.

This includes a convertible wireless charger for anyone pre-ordering a Note8 between August 25 and September 21. In addition, anyone buying one before October 31 will get a free "screen assurance" plan which means Samsung will repair any screens that crack within a year of the phone's purchase.

"The launch for us is critically important," said Garry McGregor, director of IT and mobile at Samsung Electronics Australia.

After the Note7 was recalled in Australia from about 50,000 customers, Samsung invested heavily and carried out rigorous testing to ensure battery safety and efficiency.

The Note8 has a slightly smaller battery than the Note7, with the Note8's battery rated at 3300mAh, compared to 3500mAh on the Note7.

The company's messaging was "moving on" from being about Note7 recalls, Mr McGregor said.

"Our consumers in the Australian market have been incredibly supportive, and putting a Note8 device out puts a natural closure to the Note7."

One year-on from the Note7 debacle, the President of Samsung's Mobile Communications Business, DJ Koh, addressed media at the Park Avenue Armory in New York.

"Today we are here to do more than celebrate a device," he said.  "We're here to celebrate everyone who helped make the Galaxy Note."

Our consumers in the Australian market have been incredibly supportive, and putting a Note 8 device out puts a natural closure to the Note 7

Garry McGregor, Samsung Electronics Australia

"Of course, none of us will ever forget what happened last year. I know I won't. But I'll never forget how many millions of loyals stayed with us."

He said 85 percent of Samsung users would recommend their device to a friend.

"Let me express my gratitude to the incredible Note community around the world," he said. "I'm deeply deeply humbled by your loyalty."

It's not just tech-savvy business users Samsung is aiming for this time. Mr McGregor said the company wanted to have broader consumer appeal, and was targeting people wanting to "get things done".

The new phone will have a slightly larger display than the Samsung Galaxy S8+ and dual 12-megapixel rear cameras (wide-angle and telephoto) which will give better shots.

Samsung says those extra features, together with the S Pen stylus, justify the higher price tag.

The phone, like the S8 and S8+, also now includes voice features in Bixby, the company's new artificial-intelligence-powered digital assistant.

"Bixby is an intelligent way of interacting with your Samsung smartphone," Mr McGregor said.

"With the introduction of Bixby voice, our Australian customers with a compatible smartphone will be able activate the power and functionality of the Bixby experience simply by speaking with their device."

Data released in August from the International Data Corporation, which counts the number of phones sold rather than the total sales value of the phones, shows phone companies shipped a total of  341.6 million smartphones worldwide in the second quarter of 2017.

Samsung remained the leader in the worldwide smartphone market, with its market share increasing from 22.7 per cent to 23.3 per cent. It shipped 1.2 million more smartphones globally to reach 79.8 million. 

Ahead of its iPhone 8 launch in September, Apple has 12 per cent share of the global smartphone market with shipments at 41 million for the quarter.

But February data from IDC shows Apple is the leader locally, holding about 54.9 per cent of the Australian smartphone market.

The writer has travelled to New York as a guest of Samsung.