Welcome Everpure, goodbye Pure Storage. What does this rebrand tell us about the storage industry?
Storage isn’t going anywhere, but in the overwhelming majority of cases, fundamental architectural and design strengths are nowadays considered table stakes. Every customer expects a robust hardware platform that reliably stores their data. Data efficiencies such as deduplication, compression, and optimized use of underlying media remain a decision factor, but they’re no longer enough on their own.
Where Differentiation Happens Today
Today, differentiation happens at the upper service layer: customers expect advanced, policy-based data management capabilities and multi-protocol support. The former is a key enabler of proper data hygiene — an absolute prerequisite for any dataset training in AI/ML/HPC workloads (see: “garbage in, garbage out”) and for regulatory compliance. The latter is essential for multi-step data transformation workloads, notably in the HPC space.
But even that isn’t enough. Security management remains a key concern, and other critical areas of differentiation revolve around proactive ransomware protection, cyber resiliency features, and data security posture management — often rounded out with fleet management.
Cloud-based consumption models such as Storage-as-a-Service (STaaS) and non-disruptive controller upgrades — relevant not only for longevity and operational benefits, but also from a sustainability standpoint — are also profoundly changing how storage is perceived.
Above and Beyond Hardware
The evolution from a hardware-centric approach toward an outcomes-driven vision is notable. It’s not that hardware no longer matters (take the astounding density of Everpure’s DirectFlash Modules) or that engineering decisions are secondary (think distributed Flash Translation Layer).
When Everpure announced last year a successful collaboration with Meta on a hyperscaler-optimized disaggregated storage solution, the company demonstrated its ability to innovate and its willingness to step outside the proprietary hardware platform that made its name.
The Osmium Perspective
To wrap up: we now take excellence in storage design and engineering for granted, while capabilities that were once emerging are considered mainstream.
Getting back to Everpure, this name change can reasonably be read as an acknowledgement that the storage stack has evolved, and that the company is putting skin in the game, likely doubling down on improvements, notably in the data management space.
