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Crucial is shutting down — because Micron wants to sell its RAM and SSDs to AI companies instead (www.theverge.com)
submitted 11 months ago by to c/technology@lemmy.world
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[–] 99 points 11 months ago (10 children)

Translation, Micron is shutting down Crucial for short term shareholder value at the cost of a sustainable and proven long term brand and channel.

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  • [–] 36 points 11 months ago (6 children)

    They will return to the market with a new brand once the bubble bursts.

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  • [–] 11 points 11 months ago* (5 children)

    Probably just the same brand, honestly?

    News two years from now: "Crucial back in business"

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  • [–] 1 point 11 months ago (3 children)

    Depends on how proud they are and if they'd want to retract their statements of going after AI instead of consumers or not.

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  • [–] 8 points 11 months ago* (last edited 11 months ago) (2 children)

    I don't think there's any pride in it, they are just going after what is the most profitable at any given time.

    That's exactly why I suspect they will choose to resurrect the Crucial name later, because given a choice between launching a new name nobody knows, or a name people recognise (even if it's been tarred a bit) then recognised will be the winning and more profitable option.

    That is, if they haven't sold the Crucial name to someone else first.

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  • [–] 2 points 11 months ago*

    China's CXMT might go for it. Apparently they are rolling out DDR5 8000+ memory, two or three years from now. They can rebrand as Crucial for the western market, thus using familiarity to push their product.

    "Crucial's Xtreme Memory Technology will push your Steam Machine beyond the limits, dddduuuuude!" 🤘

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  • [–] 12 points 11 months ago* (2 children)

    It’s not just for shareholder value, like a downsize or stock buyback would achieve. This will literally fill their coffers to the brim faster than staying in the consumer market. Also the consumer market won’t go away anytime soon and there are very few competitors to begin with. They can just return to the consumer market once the AI bubble has burst like nothing has changed. Only difference is they will have way more money in the bank than if they never left.

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  • [–] 4 points 11 months ago* (1 child)

    Ask Intel how well compromising long term product development for short term gain is working now. How is their bank balance looking now?

    You also cant just pick it up from scratch again. The people are gone, the relationships are gone and people who trusted your brand to build their businesses have gone elsewhere.

    I swear businesses are run like political parties these days, they simply dont care about anything beyond the next cycle.

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