Charles Giancarlo, chairman and CEO of Everpure (formerly Pure Storage), defended the vendor’s price increases, positioning the firm as a victim of market forces.

Everpure prices on average have risen around 70% since the beginning of the year, with Giancarlo attributing the jump to the ongoing memory hardware shortage. In a lengthy "letter to customers," Giancarlo warned that the supply chain crisis will “unfortunately, last far longer than the COVID 19-era disruption.”

Everpure uses vast amounts of central processing units (CPUs), dynamic random-access memory (DRAM), and flash storage chips to support its data storage systems, but the ongoing shortage has seen major suppliers pushing lead times out beyond 2028.

Prices have dropped somewhat in recent weeks, owing to a renewed onus on compression means like TurboQuant and the fact that OpenAI, which had secured a deal for 900,000 wafers from Samsung and SK Hynix, is significantly cutting back costs. Though prices haven’t dropped anywhere near enough to improve market conditions, with Giancarlo warning later that escalating costs “may” force Everpure to raise prices again.

“Everpure’s input costs of many high-volume semiconductor components have surged between 300% and 900% since mid-2025,” the CEO claimed. “In some cases, suppliers could not supply committed volumes because of surging demand, requiring us to find alternative sources (at higher prices) to meet promised delivery times. While overall input costs began a slow rise in the third quarter of 2025, they roughly doubled between December and January, then doubled or tripled again in February and March.”

Giancarlo claimed the vendor was keeping prices “significantly below our actual supply chain cost increases” owing to its product design reducing the total amount of necessary components and improved data compression abilities.

“We will not profiteer from this crisis,” Giancarlo proclaimed, pledging to keep the company deliberately operating at the low end of its gross margin range to absorb some of the pain itself.

“Undoubtedly, some competitors will reference this communication to claim that they benefit from better long-term supplier contracts,” the CEO added. “Industry behavior suggests otherwise: competitors’ price increases began in December, and current competitors provide quote durations of one week or even less. Pure enjoys exceptional relationships with our supply chain partners, second to none, and we greatly respect how they have worked with us in this crisis.”

Everpure isn’t the only company hurting from the memory crunch, with HP, Arista, and Hewlett Packard Enterprise (HPE) among the brands that have come out with stark warnings. Even Nvidia, with the supply chain mastery of CEO Jensen Huang, may not be safe, with recent reports pointing to shipment delays of its upcoming next-generation Rubin graphic processing units (GPUs) due to issues with memory suppliers.

Cisco climbed down from attempts to scrap its compute deal registration for partners, citing rising memory costs, after outcry from long-time partners.

For Everpure, the increases come hot on the heels of its recent rebrand, which has the Santa Clara-based firm looking to push beyond pure-play storage to data management. There was some bewilderment about its choice of name, however, with SDxCentral unearthing an already existing Everpure brand, which sells water filters.

Everpure Chief Marketing Officer Lynn Lucas said the company “conducted an extensive naming process that considered a range of possibilities, while incorporating ‘Pure,'” and that it was fairly common for companies in unrelated industries to share a name.