Lexar just got the ax, but the memory card brand could still be bought out

micron axes lexar professional microsd card 0006
Daven Mathies/Digital Trends
The future of a popular memory card brand isn’t so looking good. On Monday, parent company Micron announced the decision to discontinue the Lexar brand, which includes memory cards, USB flash drives, card readers, and storage drives. While Micron is discontinuing the Lexar brand, it is also “exploring opportunities to sell all or part of the Lexar business,” according to the announcement.

Jay Hawkins, Micron’s vice president for the consumer products group, said the decision reflects the company’s focus on markets and channels with higher value. According to the company, Micron has the broadest memory solutions portfolio in the industry and is one of the largest memory manufacturers in the world. Along with memory cards, the semiconductor company also develops a variety of computer and mobile memory systems, as well as solid-state storage hard drives.

“I’d like to thank our team members and partners for their contributions to the Lexar business. As difficult as this decision is, the company is making this adjustment in its business to ensure it continues to be well-positioned for the future,” Hawkins wrote.

According to the latest financial reports for the second quarter of the 2017 fiscal year, Micron reported revenues that were 17 percent higher than the first quarter and 58 percent higher than the same time period last year. The growth, however, was largely attributed to a growing demand for NAND and DRAM memory. At the end of 2016, the company reported growth in computing and networking and mobile, as well as seeing record sales for automative as more vehicles incorporate tech that requires embedded memory.

The report for the end of 2016 indicated that memory cards, USB, and other consumer components made up about half of the company’s income categorized as trade nonvolatile, which was 31 percent of the company’s total revenue. In the second quarter of 2017, that number dropped to 40 percent.

The Lexar brand has been around for over 20 years, producing a variety of both budget and high-speed memory cards, along with USB drives and card readers. While brand loyalty isn’t as dominant in memory cards as other photo gear, Lexar is one of the more well-known names in the category alongside SanDisk.

While Lexar may yet be picked up by another company, Micron says they will also continue to offer support to current customers.

Computing

Accidental Amazon listings provides peek at cost of GTX 1660 Ti PCs

An accidental listing on Amazon provided a peek at the final cost of some of the new Windows 10 desktops with the GeForce GTX 1660 Ti on board, with prices possibly in the $1,200 range.
Computing

RTX might be expensive, but the 16 series could have the best Nvidia Turing GPUs

Set to debut at a step below the RTX 2060 on the price and performance spectrums, the GTX 1660 Ti and its other 16-series brethren could be Nvidia's killer mid-range cards of 2019 — especially with Tensor Core-powered DLSS.
Movies & TV

An Obi-Wan Kenobi TV series might be headed to Disney Plus

Disney is bringing the full weight of its massive content library to its own streaming service in 2019. How will Disney Plus compare to Netflix, Hulu, and Amazon Prime? Here's what we know so far.
Computing

All signs point to a new Apple external display in 2019. Will it be 6K or 8K?

Will there be an Apple Display 2019? It looks like Apple is getting ready to announce a new monitor, after canceling its old Thunderbolt Display back in 2016. But what will this new display look like? Here's what we know.
Gaming

These are the coolest games you can play on your Google Chrome browser right now

Not only is Google Chrome a fantastic web browser, it's also a versatile gaming platform that you can access from just about anywhere. Here are a few of our favorite titles for the platform.
Computing

Amazon takes $200 off Apple’s latest 13-inch MacBook Air with retina display

Amazon is taking $200 off Apple's latest MacBook Air. This MacBook Air has 13-inch retina display, a built-in FaceTime HD camera, and that classic lightweight wedge shape the Air is loved and known for.
Product Review

Razer just made our favorite gaming laptop even more powerful than before

The Razer Blade, our favorite gaming laptop, is now more powerful than ever before. That’s thanks to the new Nvidia RTX graphics cards inside. Do they help Razer retain its edge over the competition?
Deals

Samsung drops a solid $100 discount on the Chromebook Pro

If you're in the market for a new laptop, but can't afford to drop $1,000 on one of the best models out there, Chromebooks are an excellent option. Right now, Samsung is offering $100 off the Samsung Chromebook Pro.
Computing

Lost your router? Here's how to find its IP address to help track it down

Changing the login information for your router isn't always easy, that's why so many have that little card on the back. But in order to use it, you need to know where to go. Here's how to find the IP address of your router.
Computing

Between Intel and AMD, these are the best gaming CPUs at every price

What are the best processors for gaming you can buy? You don't need to spend a fortune to get an amazing gaming CPU and now that AMD is competitive again, there are more choices than ever.
Computing

Our favorite Chrome themes add some much-needed pizzazz to your boring browser

Sometimes you just want Chrome to show a little personality and ditch the grayscale for something a little more lively. Lucky for you, we've sorted through the Chrome Web Store to find best Chrome themes available.
Computing

Here's our guide to how to charge your laptop using a USB-C cable

Charging via USB-C is a great way to power up your laptop. It only takes one cable and you can use the same one for data as well as power -- perfect for new devices with limited port options.
Computing

Get the best of both worlds by sharing your data on MacOS and Windows

Compatibility issues between Microsoft Windows and Apple MacOS may have diminished sharply over the years, but that doesn't mean they've completely disappeared. Here's how to make an external drive work between both operating systems.
Computing

Is Ice Lake coming soon? Here's what we know about Intel's future chip design

Intel's Ice Lake may end up launching before the architecture it was supposed to replace. With hints of more announcements about the chip design in the very near future, here's everything you need to know about Ice Lake.