Source: Sandisk
Sandisk Rebrands SSDs with New Optimus Lineup
At CES 2026, Sandisk revealed a major overhaul of its solid-state drive branding. The company is phasing out Western Digital branding for its SSDs, introducing a new Optimus brand across its entire consumer and professional product range. This strategic move aims to streamline the SSD lineup, making it easier for users to identify suitable drives.
The familiar WD Blue drives will be succeeded by Sandisk Optimus models, while the performance-oriented WD_BLACK series will transition to Sandisk Optimus GX drives. For its highest-tier offerings, Sandisk will adopt the Optimus GX PRO branding.
The new SANDISK Optimus branding signifies updated product packaging, fresh designs, and distinct performance tiers designed to help consumers select the appropriate drive for their specific workload and budget. Optimus drives are positioned for content creators and digital media consumers seeking a foundational level of performance, aligning with the current price-to-performance of drives like the WD Blue SN5100 NVMe SSD.
Stepping up in performance and capacity, Optimus GX drives are targeted at gamers, replacing models such as the WD_BLACK SN7100 NVMe SSD. At the pinnacle of the product stack, Optimus GX PRO branding will be reserved for Sandisk’s most advanced, high-performance SSDs, catering to professional workstations and demanding AI applications, succeeding drives like the WD_BLACK SN8100 NVMe SSD.
Heidi Arkinstall, VP Global Consumer Brand and Digital Marketing at Sandisk, commented that the SANDISK Optimus™ brand is set to redefine performance expectations for consumer needs, simplifying the process for consumers to find the right solution across diverse product segments.
The SANDISK Optimus transition commenced with the CES announcement. Consumers can anticipate the availability of new Optimus, Optimus GX, and Optimus GX PRO internal SSDs for purchase, pre-order, or notification within the first half of 2026.
Despite the discontinuation of Western Digital branding, Sandisk appears committed to providing consumer solid-state drives, a contrast to some other manufacturers like Crucial. With predictions of rising prices for RAM and NAND flash, maintaining market competition remains crucial for consumers. The new drives launching this year are expected to offer accessible storage options, even as data centers increase demand for hardware to support AI workloads.
