At CES 2026 in Las Vegas, Sandisk announced a rebranding of its internal NVMe solid-state drive portfolio, retiring the WD_BLACK and WD Blue naming in favor of a unified SANDISK Optimus identity. The change brings Sandisk’s consumer internal SSDs under a single brand structure, aligning the lineup more closely with the company’s legacy in flash storage while simplifying how performance tiers are presented to customers.
Under the new structure, SANDISK Optimus becomes the umbrella name for three product lines: SANDISK Optimus, SANDISK Optimus GX, and SANDISK Optimus GX PRO. These products continue to target gamers, creators, and professional users, but with clearer segmentation based on use case rather than legacy sub-brands. Sandisk positions the move as a portfolio realignment rather than a shift in underlying product strategy, with existing hardware continuing under new names.
The base SANDISK Optimus line replaces drives previously sold under the WD Blue NVMe brand, including products such as the WD Blue SN5100 NVMe SSD. These drives are positioned for mainstream performance needs, particularly for content creators and everyday computing workloads that benefit from NVMe speeds without moving into premium pricing territory. The focus here remains on balancing throughput, responsiveness, and cost.
The SANDISK Optimus GX line takes over from WD_BLACK-branded gaming SSDs, including the WD_BLACK SN7100 NVMe SSD. This tier is aimed at users who prioritize fast load times, higher capacities, and power efficiency, particularly in gaming PCs and consoles where storage performance has a direct impact on user experience.
At the top of the stack, SANDISK Optimus GX PRO replaces high-end WD_BLACK models such as the WD_BLACK SN8100 NVMe SSD. These drives are positioned for demanding environments, including AI-capable PCs, workstations, and high-end gaming systems. Sandisk frames this tier around maximum performance and capacity, targeting developers, professionals, and enthusiasts who routinely push storage hardware under sustained workloads.
Alongside the naming changes, Sandisk is rolling out new packaging and visual design across the Optimus lineup. While the aesthetics are updated, the company emphasizes continuity in manufacturing standards and reliability, positioning the rebrand as a way to modernize presentation without altering the core expectations customers associate with its internal SSDs.
