To "discontinue" means to stop doing or using something. This can apply to various contexts, such as a product, service, or activity. For example, a company may decide to discontinue a specific product if it is not selling well or if they want to focus on other items. When something is discontinued, it is no longer available or supported. This can affect consumers who rely on that service or product. In some cases, companies may provide alternatives or replacements, but the original item will no longer be produced or offered.