There’s fashionably late and then there’s the Galaxy Fold. Initially scheduled for an April 22 launch, the device was delayed after multiple reviews returned broken devices. Samsung was quick to blame users, only to ultimately go back to the drawing board.

A few months later, the company offered a broad September time frame. Samsung hit the mark with time to spare in its native South Korea, launching the device a few weeks back. Now it’s time to do the same here in North America. The company’s first foldable (and, really, for that matter, the first “commercially viable” foldable) arrives this Friday, September 27.

The handset will be available as a carrier-branded version through AT&T stores or unlocked through Best Buy and other retail locations. As noted, the company’s also offering a “Galaxy Fold Premier Service” — apparently part of the reason it canceled the original round of pre-orders. Basically the company wants to personally help users who buy the $2,000 foldable device.

Notably and somewhat humorously (albeit unintentionally so), the company recently issued a “Caring for your Galaxy Fold” video, which highlights how to not break the expensive new device. Samsung appears somewhat resigned to the fact that, although the device has been improved over the first attempt at going to market, the product is still more fragile than what we’ve come to expect from our smartphones.

To quote Samsung, “Just use a light touch.” That comes with the somewhat redundant, “Do not apply excessive pressure” footnote. Not exactly the sort of thing that inspires confidence in a product’s durability.