Dell Technologies doubled down on its shift to cloud-delivered products and services with Project Apex.

CEO Michael Dell first started talking about Dell Technologies’ shift to cloud-delivered IT services — this includes its servers, storage, and networking — late last year at an event in Austin, Texas. The company hasn’t yet said when this shift to as a service will be completed.

Today at Dell Technologies World, the company rebranded this effort as Project Apex. “Project Apex really is that North Star strategy that we’ll be driving externally and internally across Dell Technologies to align to this as-a-service and cloud experience,” said Dell Technologies SVP Sam Grocott. “It’s really a unifying effort.”

Project Apex will merge different products and portfolios including Dell Technologies Cloud and the vendor’s consumption-based pricing portfolio Dell Technologies On Demand. This will provide customers with a consistent experience for workloads across on-premises, edge, and public cloud environments, Grocott added.

“We see with Project Apex the ability to span from the biggest of big enterprises down to small business and everything in between,” he said.

Also at the virtual event, the vendor launched the Dell Technologies Cloud Console, which the vendor said provides the foundation for Project Apex. The Cloud Console is a new platform that customers can use to unify and manage their environments, deploy workloads, monitor costs, and shop for cloud services via an online marketplace. It’s available in public preview for select customers.

Deepak Patil, SVP for cloud platforms and solutions at Dell Technologies, hinted at Cloud Console during an interview with SDxCentral last month. He described it as a key element “in the true multi-cloud, hybrid-cloud world,” and a competitive differentiator for Dell’s cloud strategy.

Customers don’t want to go to a cloud, but rather they want a “cloud ecosystem,” he said. “And how you bring the ecosystem of partners together to deliver seamless, modern, and integrated solutions is what’s going to differentiate all of us from each other.”

And finally, Dell announced storage-as-a-service, which will be available in the first half next year. This is an on-premises, scalable, elastic storage service that will offer block and file data services. Customers can manage this storage service via the Dell Technologies Cloud Console.