Many users remember the moment when they decided to build or improve their first computer: the search for a fast SSD, a RAM kit and the feeling that the PC world was within everyone’s reach. That vision, extended for almost thirty years, is now going through a turning point. The explosion of artificial intelligence has altered the balance of the memory business and has pushed suppliers like Micron to make decisions that would have seemed unthinkable a short time ago.
Micron just announced that it will stop selling consumer products under the Crucial brand. The company announced that it will continue to ship memory modules and storage units until the end of its second fiscal quarter, in February 2026, and that it will maintain warranty service for devices already in the hands of users. In parallel, it will continue to operate its business catalog with Micron products for commercial customers. The announcement came accompanied by a precise explanation: the company wants to prioritize attention to segments where demand is growing more quickly.
The message of Sumit Sadana, executive vice president of Micron Technology. “AI-driven growth in data centers has driven a surge in demand for memory and storage. Micron has made the difficult decision to exit Crucial’s consumer business to improve supply and support to our largest strategic customers in higher growth segments.”
The brand that grew with the home PC. Since its launch in 1996, Crucial was presented as Micron’s branch dedicated to memory and storage upgrades for the home user. Over the years, the brand entered more categories, such as memory cards and external drives. Its constant presence in physical stores and online distributors helped establish it as a household name in the components market. That 29-year trajectory is what is now behind us with Micron’s decision.
The pressure of AI on memory. The rise of AI computing has generated unprecedented demand for memory, especially from HBM, used in accelerators from NVIDIA, AMD and other companies. This type of components requires complex manufacturing processes and absorbs a large part of the capacity of manufacturers, who concentrate resources on meeting business contracts.
Fewer options for mounting and expanding PCs. After years of presence in the consumer channel, Crucial leaves a gap that mainly affects the variety of the available catalog. Although there are still alternatives, the departure of a supplier with such a constant presence means fewer options when choosing memory modules or storage units.
The Price of RAM memory, increasing. Crucical’s farewell comes at a time when the price of RAM has skyrocketed 300% since September. And, at least according to data from the consultancy TrendForce, everything seems to indicate that the increase in the cost of computer modules is far from over.
Images | Micron | Nathan Anderson
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