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Posted by simlevesque 7 hours ago

Micron Announces Exit from Crucial Consumer Business(investors.micron.com)
334 points | 151 comments
linguae 49 minutes ago|
I'm sad. I'm a software guy, not much of a hardware expert, so please bear with me if I"m too pessimistic. However, I feel that if trends like this continue, it might be the end of enthusiast-level personal computing as we know it. No more being able to head down to the electronics store and purchase RAM, motherboards, processors, GPUs, storage, and other components. We're going to be limited to locked-down terminals connected to cloud services, both of which provided by a small number of multinational corporations. If we're lucky, we might still have USB peripherals.

The sad thing is that we enthusiasts are a small market compared to the overwhelming majority of computer users who don't mind locked-down devices, or at least until they've been bitten by the restrictions, but if there are no alternatives other than retrocomputing, then it's too late. For decades we enthusiasts have been able to benefit from other markets with overlapping needs such as gaming, workstations, and corporate servers. However, many on-premise servers have been replaced by cloud services, the workstation market has been subsumed by the broader PC market, and PC gaming has faced challenges, from a push toward locked-down consoles to challenges in the GPU market due to competition with cryptocurrency mining and now AI.

One of the things I'm increasingly disappointed with is the dominance of large corporations in computing. It seems harder for small players to survive in this ecosystem. Software has to deal with network effects and large companies owning major platforms, and building your own hardware requires tons of capital.

I wonder if it's possible even for a company to make even 1980s-era electronics without massive capital expenditures? How feasible is it for a small company to manufacture the equivalent of a Motorola 68000 or Intel 386?

I'd like to see a market for hobbyist computing by hobbyist computer shops, but I'm not sure it's economically feasible.

axiolite 21 minutes ago|
I've seen things going the opposite way. It's only recently that an average person could jump on eBay and get assembled low-level electronic module/boards for cheap, and assemble into their project.

Yes, you'll probably have difficulty walking into a STORE to buy PC components, but only because online shopping has been killing local shops for decades now. You'll find it easy to get that stuff online, for better prices.

PCs, since the very start, have been going through a process of being ever more integrated each generation. Not too many people install sound cards, IDE controllers, etc., anymore. CPUs, GPUs, and RAM are about the only holdouts not integrated on the motherboard these days. It's possible that could change, if CPUs and GPUs becomes fast enough for 99% of people, and RAM gets cheap enough that manufacturers can put more on-board than 99% of people will need. And while you might not be happy about that kind of integration, it comes with big price reductions that help everyone. But we're not there yet, and I can't say how long down the road that might be.

Animats 4 hours ago||
Wow. They're not selling off the business, they're totally exiting it.

This is a big loss. Crucial offered a supply chain direct from Micron. Most other consumer DRAM sources pass through middlemen, where fake parts and re-labeled rejects can be inserted.

sheepscreek 2 hours ago||
They are rerouting RAMs for consumers to enterprise for server build up - for higher margins I’m sure. MAG7 will happily pay more but poor consumers like us can’t - this is more bad news for us.
UncleOxidant 1 hour ago|||
Wondering if we're going to have a situation in the future where we end up having to buy the hand-me-downs from industry after they're done with them (and thus kind of outdated tech)? Kind of seems like the days of building your own PC are numbered.
ghostly_s 1 hour ago|||
This is already happening in the NAS HDD space. Prices on new units have been stagnant or rising for a couple years now.
dawnerd 40 minutes ago|||
Honestly, it's actually pretty awesome the deals you can get on used enterprise gear.
inferiorhuman 1 hour ago|||

  They are rerouting RAMs for consumers to enterprise for server build up
Enterprise? No. Micron is explicitly focusing on AI.
asmor 41 minutes ago||
Enterprise as in the level of support and care these products will come with, as opposed to consumer or business.
walterbell 4 hours ago|||
Should countries have a upper limit on the ratio of server:client memory supply chain capacity? If no one can buy client hardware to access the cloud, how would cloud providers survive after driving their customers to extinction?

It shouldn't be possible for one holding company (OpenAI) to silently buy all available memory wafer capacity from Samsung and SK Hynix, before the rest of civilization even has the opportunity to make a counteroffer.

mikestorrent 1 hour ago|||
What if we realize that 8 GB of memory is actually a tremendous amount, and experience a resurgence in desktop operating systems as people begin to prioritize memory for productive computation again instead of using up a gigabyte for a chat client?
venturecruelty 2 hours ago||||
We can prevent this from happening by enforcing 100-year-old antitrust laws.
cogman10 1 hour ago|||
I don't think that works in the situation of fabs. They are big and expensive pieces of tech with the latest fabs being the most expensive to construct.

You can't exactly break up a chip manufacturer when they have just 1 or 2 plants tooled for the latest memory.

IMO, recognizing chip fabrication as a national security asset and turning it into a public corporation would be the better way to go. Let the likes of intel/amd/or micron continue developing chips. But also, take control of the most expensive and risky part of chip manufacturing to make sure we don't fall behind due to corporate budget cuts. You also keep and continue to build expertise in a vital part of modern society.

derefr 39 minutes ago||
I mean, to take that one step further, if the underlying process-node technology (e.g. EUV) were nationalized, then you an entire nation-state's budget (and ability to get cheap loans) could be thrown at the problem of rapid horizontal buildout of fab capacity. Economics similar to nuclear power generation.
cogman10 31 minutes ago||
Exactly. And even if it ultimately doesn't turn a profit (which, who knows, it probably will turn a profit) you've still created a pretty favorable circumstance for chip manufacturers.

There's a reason why basically only Intel does inhouse fabrication and even they have had to rely out outsourcing it.

echelon 30 minutes ago||||
This is just supply and demand.

Antitrust laws can/should be applied to, eg., Google for search and web monopolization.

If someone is willing to pay more than you for a limited supply of some resource, that isn't a market monopoly.

octoberfranklin 2 hours ago||||
Antitrust laws don't work because they're subjective and are enforced by political appointees.

The simpler solution is a tax on scale -- a graduated corporate revenue tax, aggregated across any group of entities which meet the common control [1] criteria. Then it's just a tax, and you simply have to collect it. Very little wiggle room.

If splitting your company in half wouldn't impair any of its lines of business, the CEO has a powerful financial incentive (lower tax rates on the two halves) to do so.

[1] https://www.law.cornell.edu/cfr/text/26/1.52-1

snsosjsjbs 2 hours ago|||
[flagged]
pogue 2 hours ago||
> Religion, nationalism, race, etc are the correct ways and historically successful ways to deal with this

What??

snsosjsjbs 1 hour ago||
[flagged]
fn-mote 1 hour ago||||
These suggestions seem to me part of an absurd struggle against basic market economics.

This isn’t antitrust because the companies aren’t reselling it to you at a much higher price after cornering the market (cough cough Ticketmaster & scalpers).

newsclues 3 hours ago||||
Devices like smartphones and tablets that are locked down will continue to exist.

It’s these pesky pc things that people do bad things like piracy with/s

jeffbee 4 hours ago|||
If you asked me to estimate the weighted fraction of clients accessing cloud services using devices with retail DIMMs, I would say much less than 1%.
walterbell 3 hours ago|||
It's not just retail DIMMS, most notebook and smartphone vendors are also impacted by NAND being redirected to datacenters.
simlevesque 4 hours ago|||
It's the same memory wafer capacity. They're not separate.
wmf 3 hours ago||
Yeah but Micron is only exiting the retail business. They will still sell DIMMs to Dell, HP, Lenovo, etc.
jeffbee 3 hours ago||
They will probably sell Micron-label DIMMs to anyone who offers to buy 1000 of them.
londons_explore 2 hours ago||
This.

And they're effectively saying they've had enough of running call centers, tracing lost parcels, weirdo customers who show up at the factory, running marketing campaigns etc.

A consumer facing business is a lot of overhead, and since more and more hardware now has soldered ram, it is a shrinking business too.

Shrinking businesses are super hard to run - it's far easier to grow a business than shrink it whilst maintaining the same margins.

derefr 37 minutes ago||
> And they're effectively saying they've had enough of running call centers, tracing lost parcels, weirdo customers who show up at the factory, running marketing campaigns etc.

When this is a company's core complaint, then the usual strategy for getting out of the D2C business (without losing D2C revenue) is finding a channel partner willing to absorb the dealflow. I.e. turning your B2C channel into a single B2B(2C) enterprise customer.

knowitnone3 37 minutes ago|||
and when the AI boom pops, Micron is going to lose out on the consumer market. This is a horrible business decision. All they had to do was increase the price.
neilv 4 hours ago|||
I wonder why they didn't pull a GE, and sell/license the brand. But I'm glad they didn't.
Yokolos 3 hours ago|||
Why would anybody buy it? This is a bad sign for consumer memory in general. It's more likely we're going to see more exits from this segment instead.
neilv 2 hours ago||
I guess no Chinese interest wanted to buy it, to jumpstart a favored brand that's a step above random-name when people are picking which to buy on Amazon. Or wasn't willing to pay enough for it.
pmontra 1 hour ago|||
Maybe they keep the brand to resurrect it some years in the future when the surge of data centers has faded away and they'll have to find custumers between consumers.
neilv 30 minutes ago||
I like this theory. I'd forgotten that of course a company like that thinks further into the future than many software companies do/can.
LargoLasskhyfv 2 hours ago||
There is KLEVV, the outlet of SK Hynix. They are crass!

https://www.klevv.com/ken/main

And don't forget about https://www.nanya.com/en/

While I never had a problem with https://semiconductor.samsung.com/dram/module/ , I think they will be rare/more expensive now, or 'soonish'.

For chinese CXMT and YMTC there is https://www.biwintech.com/

We live in interesting times!

(Cackling madly...)

asmor 40 minutes ago|||
Hynix also started selling consumer SSDs with "SK Hynix" branding like 2-3 years ago. I guess we'll see how long that lasts.
kvemkon 1 hour ago||||
> KLEVV

Just looked at standard desktop: still no 64GB 5600MT/s modules. CUDIMMs are missing 32GB.

> And don't forget about Nanya

BTW, what is the status of Elpida now?

tarlinian 24 minutes ago|||
Elpida was purchased by Micron after the financial crisis (they bought it out of bankdruptcy for a swan song in 2013). Much of the Micron DRAM you might buy is made at the former Elipida fab in Hiroshima.
chupasaurus 1 hour ago|||
Mostly R&D.
addaon 2 hours ago||||
Strange that Klevv is putting RGB LEDs on DIMMs, and Samsung isn't. Where does Samsung plan to put the advertisements?
jauntywundrkind 25 minutes ago||||
With ram, you can verify pretty quick what you are getting.

I really wouldn't want to buy any NAND vendor until a bunch of years after they build a reputation. It's too scary to get a decent bargain SSD drive that actually oh secretly dies really early, doesn't actually have anywhere near the endurance it claims.

Panzer04 1 hour ago|||
huh, that explains why they always seem to sell the best 6000CL30 RAM.
sgnelson 2 hours ago||
I feel like the "democratization of technology" is on the back slide. For the longest time, we had more and more access to high end technology at very reasonable price points.

Now it feels like if you're not Facebook, Google, OpenAI, etc. etc. computation isn't for you.

I hope this is just a blip, but I think there is a trend over the past few years.

thewebguyd 1 hour ago||
I also hope its just a blip, but I don't actually think it is.

The democratization of technology was something that had the power to break down class barriers. Anyone could go get cheap, off the shelf hardware, a book, and write useful software & sell it. It became a way to take back the means of production.

Computing being accessible and affordable for everyone = working class power.

That is why its backsliding. Those in power want the opposite, they want to keep control. So we don't get to have open devices, we get pushed to thin clients & locked boot loaders, and we lose access to hardware as it increasingly only gets sold B2B (or if they do still sell to consumers, they just raise prices until most are priced out).

When the wealthy want something, that something becomes unavailable to everyone else.

indemnity 46 minutes ago|||
Arguably Google and others like them would not even exist without access to cheap off the shelf hardware in their early days.
mschuster91 1 hour ago|||
> Those in power want the opposite, they want to keep control. So we don't get to have open devices, we get pushed to thin clients & locked boot loaders

While it's undeniable that MAFIAA et al have been heavily lobbying for that crap... the problem is, there are lots of bad actors out there as well.

I 'member the 00s/10s, I made good money cleaning up people's computers after they fell for the wrong porn or warez site. Driver signatures and Secure Boot killed entire classes of malware persistence.

kreco 1 hour ago||
Interesting take.

In a naive way, when rich entities are interested in a limited resource it's basically over.

Somehow I can see a parallel with the housing crisis where the price go higher and higher.

I can't see both of them ending anytime soon unless there is a major paradigm shift in our life.

nxor 47 minutes ago||
What's causing the housing crisis?
freetime2 5 hours ago||
Crucial was always a brand that I associated with quality, and I used their memory to upgrade several MacBooks back when it was still possible to upgrade the memory on MacBooks.

That being said, the only SSD I’ve ever had fail on me was from Crucial.

In recent builds I have been using less expensive memory from other companies with varying degrees of brand recognizability, and never had a problem. And the days of being able to easily swap memory modules seem numbered, anyway.

linsomniac 1 hour ago||
I've long (very, very long) been a storage snob. Originally via the IBM UltraStar drives, and continued with the Intel SSDs. Even with good backups, a drive failure is often a pain in the ass. Slightly less so with RAID.

IBM really locked me in on the Ultrastar back in the mid '90s. Sure, it has proven itself to be a great product. But some of the first ones I bought, one of the drives arrived failed. I called the vendor I bought it from and they said they wouldn't replace it, I'd have to get a refurb from IBM. So I called IBM, when I told them I had just bought it they said I needed to call the place I bought it from because otherwise I'd get a refurb. I explained I had already called them. "Oh, who did you buy it from?" I told them. "Can you hold on a minute?" ... "Hi, I've got [NAME] on the line from [VENDOR] and they'll be happy to send you a replacement."

hnuser123456 4 hours ago||
I also had a Crucial SSD fail. I believe it was either 256GB or 512GB SATA, around 2013-2014. Right around the same time OCZ released a batch of SSDs that were so bad they went out of business, despite being a leader in performance. It was a fairly large story about defective silicon. Good lesson in not being too loyal to brand names.
jmward01 2 hours ago||
I am a huge believer in AI, but the build-out right now, justified or not, will definitely hit a slowdown at some point. Not being diverse in their customer base could really hurt them later on. Sometimes you keep something going for tomorrow's business even if it is costing you something today.
asmor 38 minutes ago|
AI being a useful component in our futures (depending on how much as a society we'll shun slop) and the current scale of AI investment being a line-go-up bubble are complementary, not exclusive.

It really is just dotcom all over again.

throwaway48476 4 hours ago||
What a disaster for Micron. Having a consumer facing brand is 'crucial' for brand awareness. Micron is the smallest of the big 3 in DRAM and the only one in America. They're going to be swallowed up and replaced by CXMT.
httpz 4 hours ago||
The brand aware "consumers" are really just DIY PC builders, which is relatively a small number. Enterprise DRAM business is doing so great that Micron just doesn't see the consumer market is worth chasing.

This is bad for consumers though since DRAM prices are skyrocketing and now we have one less company making consumer DRAM.

theelous3 3 hours ago||
The people who occupy the b2b ram buying kind of jobs are not aliens from another planet. Brand awareness in consumer markets, especially ones that are so closely tied to people's jobs (nerds gonna nerd) is going to have a knock on effect. It's not like a clothing brand or something.
michaelt 1 hour ago||
Sometimes reputation and suchlike in the consumer market can directly boost your B2B business. Consumers and professionals alike will look at backblaze drive reliability figures.

Other times professionals will sneer at a consumer product, or a consumer product can diminish your brand. Nobody's wiring a data centre with Monster Cables, and nobody's buying Cisco because they were impressed by Linksys.

lotsofpulp 1 minute ago||
Not that it invalidates your point, but Cisco sold Linksys in 2013.
ajross 2 hours ago|||
> What a disaster for Micron.

Almost certainly this is because of a windfall for Micron, at least in the short term. Datacenter memory demand is going through the roof, and that was where margins were highest already. It makes no sense to continue to try to milk a consumer brand that can be sold at, what, a 20% markup over generics?

Most likely Micron was planning this forever, and the current market conditions are such that it's time to pull the trigger and retool everything for GPU memory.

dboreham 2 hours ago|||
Micron had infinite brand awareness in the electronics industry long before they made SSDs. Heck they don't even use their own name for those products. They've been a memory vendor for more than 40 years and they're the only vendor with US domestic memory fabs. Something tells me their future will be just fine. Disclosure: Micron stock holder.
Spooky23 2 hours ago|||
Micron is chasing AI glory. Their stock valuation has no room for consumer business, which is a distraction.

You can’t think about companies like it’s 2024. We’re in a gilded age with unlimited corruption… Anything can happen. They can sign a trillion dollar deal with OpenAI, get acquired by NVidia, merge with Intel, get nationalized by Trump, etc.

drdec 50 minutes ago||
> Micron is chasing AI glory.

Sounds to me like they are using the tried and true method of selling equipment to the people rushing for gold

LargoLasskhyfv 2 hours ago|||
https://www.biwintech.com/
mrcwinn 3 hours ago||
You’re exactly wrong. In the race to supply AI data center, there is no “consumer” (in the sense I think you mean) making or influencing a buying decision. Without a clear path to increase supply, why take $1 when you can have $6 or $7?
redbluered 3 hours ago||
This will surely maximize quarterly profits until the next cloud or AI bust.

Diversification is resilience.

Putting consumer on hold makes some sense. An exit? This will be written about in business books.

neilv 4 hours ago||
Sad. I've been buying Crucial as an attempt to avoid counterfeits, both buying direct and on eBay. Every DIMM and SSD from them has been perfect so far.

(ProTip: When you see 'Crucial'-labeled DIMMs with chips that don't have the Micron 'M' logo, I wouldn't buy that, or I would send it back.)

ZoneZealot 6 hours ago||
Micron are estimated to have 23% and 21% of global revenue for DRAM and HBM in Q2 2025.

Their 'smaller' market, SSDs - has an estimated 13% of global NAND revenue.

https://counterpointresearch.com/en/insights/global-dram-and... https://counterpointresearch.com/en/insights/global-nand-mem...

I don't know their breakdown for consumer vs enterprise, but the Crucial brand is consumer focussed. Obviously enterprise at this point is incredibly lucrative.

We're gonna need a bigger pin.

consumer451 4 hours ago|
Tangent: this is going to happen with SOTA LLMs as well, isn't it.

Consumers are so annoying. And by consumers, I mean "anyone can get an API key for the latest model."

potwinkle 4 hours ago|
This seems a bit foolish? Even just limiting stock to paper launches and massively raising the price would let you say "oh, it's just the market" but here it makes them look like they're putting all their eggs in one basket.
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