Western Digital has decided to step away from the SSD market, choosing instead to focus its future efforts on the production of hard disk drives geared towards AI applications. This strategic pivot marks a significant shift in their business approach.
### Western Digital Transfers SSD Production to SanDisk; Expect Rebranding of Lines Like WD_Black to SD_Black
The storage industry continues to face challenges in gaining traction with consumers. Following in the footsteps of Solidigm, Western Digital, a key player in the SSD field, is bowing out. As reported by TechSpot, the company will shift its full focus back to its roots in hard disk technology, spinning off its SSD business to SanDisk. As a result, popular product lines such as WD_BLACK will be manufactured under the SanDisk name, signaling the end of Western Digital’s branding in this domain.
This move comes as a surprise to many, especially to those loyal to Western Digital’s SSD offerings. Known for reliable, high-performance SSDs that competed alongside giants like Samsung and Crucial, Western Digital’s departure from this market was unexpected. However, while the WD brand will no longer grace these products, SanDisk will continue their production, which should ensure the quality remains unchanged.
Although Western Digital has not disclosed the specific reasons behind this decision, there are indications that it sees greater prospects in the HDD sector, driven by an increasing demand from AI-related workloads. In a recent blog post, WD’s CEO, Irving Tan, highlighted a promising future for HDD shipments due to AI needs, indicating this is the direction the company intends to pursue moving forward. So, while the AI trend dominates, Western Digital is unlikely to re-enter the SSD arena.
For consumers, the handover to SanDisk should mean continuity in supply and service, albeit with some changes. Notably, there will be a shift in product branding from “WD” to “SD.” Even as Western Digital steps back from SSDs, it leaves behind a legacy of quality and innovation in the field.
