Everpure 'takes the hit' as AI-fueled supply crunch drives prices up 70%

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 ...