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You are too trusting. There is clearly a new security lable stuck over the original one. AO.com have confirmed to me that they have opened the box and resealed.
Apparently this was to install UK software. Obviously a batch of phones that were originally meant for another market?
When I opened the box I peeeld off the labels and sure enough, the one underneath had been very neatly cut.
https://www.mobilephonesdirect.co.uk/Who exactly are this "AO.com"? Are they an authorized Samsung dealer?
That very much sounds like they're selling grey imports. These are often originally intended for the Hong Kong, and SE Asia market. Suggest you check warranty validity, because Samsung Service sometimes doesn't honour warranty on grey imported devices.
I've always bought new phones from authorized dealers, like Samsung and Huawei, and the boxes have always had the original security stickers intact.
AO are a UK electrical goods retailer. The name "mobilephonesdirect" has been around longer than I've been aware of the AO brand, so may have been bought by them at some point (can't be sure).Who exactly are this "AO.com"? Are they an authorized Samsung dealer?
In Settings > About phone > Software information... what are the, "Build number", and, "Service provider software version". (see screenshot)Apparently this was to install UK software. Obviously a batch of phones that were originally meant for another market?