Samsung developed several new technologies for its 960 Pro NVMe SSD, and the end result is a massive 2TB M.2 product that tips the price scale at $1,300. Over the past two years, the Pro series has shifted from a product for enthusiasts and power users to more of a workstation-focused product. The shift stems from declining SSD prices fueled by entry-level pricing from Samsung's competitors. The company's own general-use EVO series, which has the highest market share of any SSD on the market, also plays a role in the declining costs.