The AI boom has claimed another victim: Crucial, Micron’s consumer storage brand that the company says will wind down in 2026 to focus on its enterprise businesses.
Micron said that it will close Crucial in February 2026, though it will continue to support Crucial products and provide warranty support. (The company did not say for how long, however.)
If this feels familiar, it should. AI hyperscalers have sucked up the available supply of many components that also feature inside the PC; two of those are DRAM and storage, both of which Micron’s Crucial business sold to consumers. Black Friday may have been literally the last chance for deals on DRAM and SSDs, as prices in DRAM are skyrocketing and SSD prices have begun to increase as well. Some PC makers are warning that they will increase prices later in December because of rising component costs.
Meanwhile, many of those same components are in high demand by enterprise AI businesses. The logic is simple: Either compete to sell those same products at the lowest margin for consumers, or sell memory and storage at whatever prices well-funded enterprise businesses are willing to pay to build out their own AI deployments.
“The AI-driven growth in the data center has led to a surge in demand for memory and storage,” Sumit Sadana, executive vice president and chief business officer at Micron Technology, said in a statement. “Micron has made the difficult decision to exit the Crucial consumer business in order to improve supply and support for our larger, strategic customers in faster-growing segments. Thanks to a passionate community of consumers, the Crucial brand has become synonymous with technical leadership, quality and reliability of leading-edge memory and storage products. We would like to thank our millions of customers, hundreds of partners and all of the Micron team members who have supported the Crucial journey for the last 29 years.”
“By concentrating on core enterprise and commercial segments, Micron aims to improve long-term business performance and create value for strategic customers as well as stakeholders,” Micron added, implying that there is more value in selling to businesses than consumers. Micron will continue to sell Micron-branded products to enterprises, it added.
Micron’s decision means that there’s some small, faint hope that retailers might discount the company’s products to clear their own shelves and expand relationships with competitors, such as Kingston. Still, Micron’s decision reflects the reality of the business right now: Selling into consumer PCs simply won’t make as much money for component makers as relationships with hyperscalers will, and we’re all going to pay the price.