The supply crunch gripping the storage market has pushed Everpure – the artist formerly known as Pure Storage – to reassure customers it won't make things worse.

In a letter to customers published on Thursday, the storage biz paints a picture of a market still under strain, with component shortages and AI-fueled demand continuing to pull supply in the wrong direction. 

"On average, our prices have risen approximately 70 percent since the beginning of the year," said Charles Giancarlo, chairman and CEO of Everpure. "We expect the current environment to persist," he added, noting that the crunch is likely to last far longer than the COVID-era disruption.

Everpure says "many high-volume semiconductor components have surged between 300 percent and 900 percent (4x to 10x) since mid-2025." Some suppliers couldn't deliver what they'd already committed to, it added, leaving the company scrambling for pricier alternatives just to keep orders moving.

"Unless demand created by AI abates in the next year, we could see these escalated costs continue for many years to come," Giancarlo warns.

Despite surging costs, Everpure points back to its February earnings call, where it flagged its margins would run at the low end of the usual range, effectively swallowing some of the extra costs rather than passing all of them on to customers. 

"We will not profiteer from this crisis … we are choosing to share the burden alongside our customers," Giancarlo said. "To that end, we are committed to transparency in our pricing and consistency in our engagement with customers, channel partners, and suppliers."

Everpure says it honored 60-90 day quotes for a time as costs climbed, but then started raising prices and tightening terms in February; those windows are now down to around 30 days as component costs and availability keep shifting.

• AI now gobbling up power and management chips for servers
• Nutanix brings its K8s to bare metal because hardware matters again
• Cisco turns to titanium spoons and sand dunes to build a better … box?
• Hyperscalers fuel $112B server spending spree in Q3

The rest of the letter is all about steadying nerves. Everpure points to its "resilient" supply chain, built around diversified sourcing and manufacturing, and pitches itself as better insulated from the worst of the disruption than rivals.

There's also a clear attempt to get ahead of complaints. Everpure makes a point of emphasizing "transparency," the sort of language companies reach for when they know customers are about to feel some pain. Better to warn early than explain late.

Ultimately, Everpure is saying that the supply chain isn't fixed, prices are moving, and quotes don't stay valid for long. The vendor says it's not taking advantage – but customers will judge for themselves when the numbers come through. ®

More about

• AI
• Pure Storage
• Storage