{"id":624186,"date":"2026-01-06T12:03:26","date_gmt":"2026-01-06T10:03:26","guid":{"rendered":"https:\/\/mybroadband.co.za\/news\/?p=624186"},"modified":"2026-01-06T12:06:26","modified_gmt":"2026-01-06T10:06:26","slug":"big-turn-for-one-of-the-worlds-oldest-hard-drive-companies","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/hardware\/624186-big-turn-for-one-of-the-worlds-oldest-hard-drive-companies.html","title":{"rendered":"Big turn for one of the world&#8217;s oldest hard drive companies"},"content":{"rendered":"\n<p>Sandisk has rebranded its Western Digital (WD) WD_Black SSD and WD Blue NVMe SSD lineups aimed at gamers, creators, and professionals, to Sandisk Optimus.<\/p>\n\n\n\n<p>The company announced the name change at the Consumer Electronics Show (CES) 2026 in Las Vegas. The new lineups include Sandisk Optimus, Sandisk Optimus GX, and Sandisk Optimus GX Pro.<\/p>\n\n\n\n<p>Western Digital was established in 1970 as the General Digital Corporation. It acquired Sandisk for $19 billion in May 2016.<\/p>\n\n\n\n<p>&#8220;The new branding for this family of products reflects a focus on performance leadership, engineering excellence, and a heritage of trust in flash memory,&#8221; Sandisk said.<\/p>\n\n\n\n<p>&#8220;The introduction of Sandisk Optimus creates room for further growth as the company expands its offerings to support the needs of gamers, creators, and professionals.&#8221;<\/p>\n\n\n\n<p>It added that the new design is inspired by Sandisk&#8217;s brand heritage and focus on delivering innovation for end users.<\/p>\n\n\n\n<p>&#8220;While the overall look and feel of the Sandisk Optimus brand is boldly different, its product portfolio carries forward Sandisk&#8217;s long-standing reputation,&#8221; it said.<\/p>\n\n\n\n<p>The Sandisk Optimus portfolio spans the following segments:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sandisk Optimus<\/strong> \u2014 built for content creators who require faster, smoother computing. Previously branded as WD Blue, including the WD Blue SN5100 NVMe SSD.<\/li>\n\n\n\n<li><strong>Sandisk Optimus GX<\/strong> \u2014 built for gamers who want rapid load times, expanded capacity, and power efficiency. Previously branded as WD_Black, including the WD_Black SN7100 NVMe SSD.<\/li>\n\n\n\n<li><strong>Sandisk Optimus GX Pro<\/strong> \u2014 the flagship Optimus portfolio, built for developers, professionals, and gamers who want the latest technological breakthroughs and uncompromised performance. Previously branded as WD_Black, including the WD_Black SN8100 NVMe SSD.<\/li>\n<\/ul>\n\n\n\n<p>&#8220;The Sandisk Optimus brand redefines what performance means for consumer needs,&#8221; said Heidi Arkinstall, vice-president for global consumer brand and digital marketing at Sandisk.<\/p>\n\n\n\n<p>&#8220;Our products span multiple segments, and with this change, we are making it easier for customers to find the right solution for their needs.&#8221;<\/p>\n\n\n\n<p>The Western Digital brand still appears to be used for mechanical disks. However, the website no longer lists any SSDs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Western Digital appears to have officially ended its solid state drive brand.<\/p>\n","protected":false},"author":341076,"featured_media":624189,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[10132,102770,102771,102772,102773,43538,70457],"class_list":["post-624186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hardware","tag-sandisk","tag-sandisk-optimus","tag-sandisk-optimus-gx","tag-sandisk-optimus-gx-pro","tag-solid-state-drive-2","tag-ssds","tag-western-digital-wd"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/624186"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/341076"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=624186"}],"version-history":[{"count":4,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/624186\/revisions"}],"predecessor-version":[{"id":624195,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/624186\/revisions\/624195"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media\/624189"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=624186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=624186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=624186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}