SanDisk, a subsidiary of Western Digital, announced a major rebranding of its internal solid-state drive (SSD) portfolio. The company is retiring the established "WD Blue" and "WD Black" brands in favor of a new, unified identity: "Optimus."
The new lineup segments products into three distinct tiers to clarify product positioning. The standard Optimus targets mainstream creative users. Optimus GX is designed specifically for gamers, while the high-performance Optimus GX PRO serves developers and professionals building AI PCs or high-end workstations.
This marketing shift aims to simplify consumer selection and adapts the company's overall product strategy. The transition to the new branding begins immediately.
Updated products are expected to reach retailers in the first half of 2026. The announcement comes amid high investor interest, driven by the broader narrative of surging demand for data storage due to the growth of artificial intelligence.