Samsung Electronics’ nightmarish phone-explosion problem may weigh on its sales and leave a blemish on the brand, but the outcome might’ve been worse had it happened to Apple Inc.

Apple AAPL, +1.57% is much more reliant on its handheld devices than Samsung 005930, +0.68% is on its family of Galaxy phones and tablets, according to an analysis of both companies’ most recent earnings reports.

Revenue in Samsung’s IT and mobile communications division, which includes its Galaxy line of smartphones and tablets, was 25.56 trillion Korean won last quarter, representing 52% of total sales. The iPhone alone comprised 57% of Apple’s total sales last quarter. That jumps to 67% when including iPads, which is a more apples-to-apples comparison.

Also Read: Here’s how much Apple may profit from Samsung’s exploding phone disaster

Apple’s business model is currently very dependent on its handheld devices, though the company has made hires and acquisitions in the past year that may signal it is diversifying into things like television, smart cars and augmented reality. It has also been increasingly diversifying into services, with revenue deriving from apps and services, such as Apple Care and Apple Music, surpassing Mac sales for the first time this year to become Apple’s second-largest source of revenue behind the iPhone. But the growth of services is dependent on its devices working properly.

Samsung, on the other hand, has a highly diversified business, which includes smart appliances, such as refrigerators, as well as television displays and a chip-making unit. Last quarter, its semiconductor business comprised 23.5% of total revenue. Its consumer electronics division, which includes its digital appliances, printers and health and medical equipment, comprised 23% of sales.

While the Note 7’s discontinuation may temporarily devastate profits in its mobile-phone unit, Macquarie Research analyst Daniel Kim said, he sees “little collateral damage” to Samsung’s component divisions.

Richard Windsor, an analyst at Edison Investment Research, estimates that the total cost of the recall alone would be between $2 billion and $2.5 billion. That’s not including the potential costs related to the regulatory investigation or the potential revenue lost as customers flee to competitors. In a worst-case scenario, said Kim, who maintained an outperform rating on Samsung’s stock Tuesday despite the recall, Samsung takes a 1.4 trillion Korean won (~$1.2 billion) hit in the current quarter. But he suspects the impact on 2017 financials would be negligible. Analysts at Credit Suisse said a full discontinuation of the Note 7 would negatively impact 2017 profits by 3%.

One thing that isn’t as quantifiable, however, is how the exploding Galaxy Note 7, which Samsung discontinued this week after a bout of incidents, will affect the brand. In a note to clients on Monday, CFRA Research analyst Angelo Zino said this may “weigh on future product launches.” Windsor said he expects Samsung to lose market share to other Android competitors, such as Alphabet’s GOOGL, +2.07% , GOOG, +2.39% Google, which recently released the Pixel smartphone, an iPhone competitor that operates on Android.

“The real issue is brand and reputation,” said Windsor. “I have been of the opinion that as long as Samsung carried out the recall smoothly and kept users very happy, the issue would eventually blow over. Unfortunately, this is very far from the case and the fact that Samsung appears to still be shipping defective devices could trigger a large loss of faith in Samsung products.”

Samsung could have handled the whole thing better by pulling the phones earlier, being more transparent and launching its own investigation into the issue before being hounded down by the SEC, said Rob Frankel, an independent brand strategist. Boeing Co. BA, +0.28% , which had to temporarily ground its entire fleet of 787s in 2013 because of its own battery-explosion problems, handled its issue much better than Samsung handled the Note 7 debacle by being more proactive and conducting an internal investigation that eventually led to some kind of resolution, he said. But consumers tend to have short memories and are often willing to forgive.

“Product disasters for brands are not all that uncommon,” said Frankel. “Most of these things, believe it or not, don’t do very much lasting damage at all. You have to be pretty evil or cause a lot of damage for the public not to forgive you.”

While the prolonged negative publicity certainly doesn’t help Samsung’s brand value, Kim said that as long as this is a fleeting issue and can be fixed and addressed ahead of Samsung’s Galaxy S8 phone launch next year, the impact on its share price should be limited.

That same kind of logic, of course, would apply to Apple if it were to ever find itself in a similar position. Shares of Apple rose 0.3% to $116.41 on Tuesday, pushing the shares up more than 20% in the past three months, versus a 0.5% decline for the Dow Jones Industrial Average.