In a little over ten years, Pure Storage has become one of the leading vendors in the enterprise storage industry. However, the IT world is changing as businesses adopt cloud-based solutions and hybrid architectures. Pure Storage has always had ambitions to become the next EMC. But does that make sense in a market where storage is increasingly becoming a commodity and just a part of the on-premises infrastructure? This article looks at the history of Pure Storage and what the future holds for a pure-play storage vendor in the 2020s.