Hitachi Virtual Storage Platform vs Pure Storage FlashArray comparison

Hitachi Virtual Storage Platform vs. Pure Storage FlashArray

June 2025

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Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Categories and Ranking

Pure FlashArray X NVMe

Mindshare comparison

As of June 2025, in the All-Flash Storage category, the mindshare of Pure FlashArray X NVMe is 0.8%, up from 0.8% compared to the previous year. The mindshare of Hitachi Virtual Storage Platform is 3.3%, up from 3.1% compared to the previous year. The mindshare of Pure Storage FlashArray is 6.4%, down from 8.0% compared to the previous year. It is calculated based on PeerSpot user engagement data.

All-Flash Storage

Featured Reviews

Eugene Hemphill

Sales Manager at Multicomputos PR

Helps to save money and resources with the data compression feature

One point I'd like to improve is that the tool should start selling small boxes again. It discontinued some products and is focusing on bigger, more capable boxes, neglecting the SMB market. Even though it's not a big market, it shouldn't have removed them. One way to improve the product is to add an operational assistant that doesn't depend on VMware. It could also establish more alliances with other operational systems.

A robust and dependable product that ensures a 100 percent data availability guarantee

Ozair Amin

Sales Manager - Infrastructure at Synergy Computers

We don't encounter any challenges in selling these Hitachi VSPs to our customers. These products boast an exceptionally robust architecture, making them highly reliable. This reliability is the key reason behind our lack of challenges. However, when we delve into the realm of competition, particularly in the unified storage sector, we do face certain challenges. This is primarily due to the usage of gateways in their storage solutions by some competitors. Unlike other competitors such as NetApp and Huawei, who do not employ gateways, we contend with challenges related to these gateways within the context of unified products. Many customers have been utilizing Hitachi Vantara for several years, relying on its storage capabilities. They appreciate its reliable roadmaps, which facilitate long-term planning. This makes it an effortless choice for customers to opt for Hitachi Vantara, as the product seamlessly accommodates updates and future changes. The key focal point of the Hitachi Vantara roadmap for our clients is centered around future upgrades. Typically, customers undergo tech refresh cycles approximately every five years. Consequently, when they embark on a tech refresh initiative, they tend to prioritize options that facilitate a smooth transition of data to alternative storage solutions. In this context, Hitachi Vantara leverages its external storage virtualization platform to ensure a seamless data migration process. This approach proves to be highly advantageous for our customers, and it stands as a primary reason for their choice to engage with Hitachi Vantara's offerings. Our customers are highly satisfied with their choice to acquire Hitachi products and services. I have not observed any of our customers shifting away from the Hitachi brand. I would recommend Hitachi Vantara 100 percent of the time to others. There are tools that assist us in accessing the IOPS per second and latencies of Hitachi Vantara systems. One such tool is the CPK tool, accessible through the Hitachi Vantara portal. Whenever we configure a product and a customer requests information about the IOPS and latencies, we can provide them with a report from the portal. This report includes details about reads, writes, IOPS, and sequential operations, offering a comprehensive overview of the IOPS performance that Hitachi Vantara offers. The combination of low latency and high performance has consistently assisted customers in improving their production and enhancing their working experience. It also aids them in easily managing the product, giving them time to expand their knowledge and plan for the future, rather than dealing with storage-related issues. The cost comparison of IOPS between our solutions and those of competitors is favorable at present, but this wasn't always the case. In the Pakistani market, Huawei used to be highly competitive. However, our current partnership with Hitachi has allowed us to pose a strong challenge to Huawei. Additionally, when considering products from NetApp, EMC, and even IBM, Hitachi remains highly competitive. Hitachi offers flexible media options to support the consolidation of multiple uses within the same platform which is important to our customers. Most of our customers utilize Unified Storage, employing a two-tier storage approach that includes both NVMe and SSDs. However, current trends indicate a shift in customer preferences towards NVMe over SAAS or SSDs due to the heightened reliability and increased cost-effectiveness of NVMe technology. This transition is driving many customers to adopt a comprehensive NVMe solution. Nonetheless, a substantial number of large customers still adhere to the two-tier storage model. For their primary tier, they employ NVMe drives, while for the secondary tier, they opt for NFS drives or a SAAS-based large-scale service. The integration of various use cases into a unified platform to facilitate the transformation of data into business insights is highly valuable. We receive input from our customers regarding their workloads. Based on the nature of these workloads and their intended use for storage – whether for ERP solutions, archives, or backup purposes – we recommend the appropriate storage type. These steps outline our process for evaluating the intended storage workload. Following this workload assessment, we suggest either NAS Unified Storage or Document Storage solutions. In the portal, there is a tool that enables us to calculate Hitachi's guaranteed effective capacity. It is quite straightforward for customers to comprehend and identify the effective capacity ratio. This is because many customers in Pakistan are already familiar with and using effective capacity ratios. Explaining the concept of effective capacity to customers is not a challenging task. Customers typically appreciate the Hitachi Virtual Storage Platform due to its efficiency, easy product manageability, and product reliability, all of which offer significant benefits to the customers. This is crucial, especially in sectors like banking, where any breach or downtime could lead to substantial losses for customers. The uninterrupted operation of storage is paramount. This substantial benefit not only ensures customer satisfaction but also underscores the value derived from data utilization. Hitachi's adaptive data reduction technology assists in decreasing our client's storage footprint by around 50 percent. The majority of our customers were using storage from various vendors. We consolidated this storage into a single system using Hitachi Vantara.

Supercharges enterprise storage by way of highly optimized hardware, comprehensive data management and a feature rich interface.

Nabeel Sayegh

Director of Engineering at a computer software company with 1,001-5,000 employees

During their early years, I was a member of Pure's Customer Advisory Board. In addition, when we first adopted Pure, they did not have replication GA yet. We got into their beta testing program and help them work out certain issues with that technology. One weakness I can say the array has, still to this day, is limited control on scheduling snapshots. Depending on the type of replication schedule you are building, you may or may not have control on specifying the start time of a given replication schedule. This is not a very big problem in the grand scheme of things, but something nonetheless that has bothered me about the scheduler in general. Another area for improvement would be automatic host alias creation. Other platforms such as EMC Unity/PowerStore will automatically detect the host name, create a alias for it and associate the logged in HBA's to it. Pure does not do this for you and as a result, requires manual configuration. This can be very time consuming especially when you are deploying a large number of new servers.

More Pure FlashArray X NVMe pros

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"On a scale of one to ten, I rate Pure FlashArray as ten."

"I use the tool for Oracle databases, Oracle virtual machines, and Oracle Linux databases. I'm on the storage side, not a database administrator."

"Offers excellent features like efficient data reduction, a reliable SafeMode, and a great support model for continuous assistance and updates."

"I appreciate the performance."

"It has benefited my organization because it has reduced time to insights."

"The system allows for seamless learning experiences, facilitating quick and easy cloning of environments within minutes."

"The most valuable features of Pure FlashArray X NVMe are its superior performance compared to other flash tiers, as well as its ease of use, with an intuitive user interface that is simple to deploy and use."

"Technical support has been helpful and responsive."

"In terms of performance and ability, the product can stand up against its competitors since the solution offers two controller systems to users."

"The Hitachi VSP has significantly improved data storage scalability by addressing various issues. Through their research and development efforts, they've incorporated customer feedback regarding deployment speed and performance requirements."

"The most valuable feature of Hitachi Virtual Storage Platform G Series is the platform and overall usage has been good. We have not had very many issues."

"The feature I like best is the stability of the hardware."

"It is the most stable high-end solution in this area."

"The deduplication is useful for us because we don't have that much money for our lab infrastructure. Deduplication means we have more storage available. And the IOPS are really fast."

"The product offers high stability."

"The service provided by Hitachi is good, and I get the IT support I need from the vendors."

More Hitachi Virtual Storage Platform pros

"It gives us capacity planning."

"This is the best all-flash storage array on the market."

"The top-tier support and reliable storage are the most valuable features of this solution."

"It helps us maintain uptime much better than other solutions we've used in the past, and the support is extremely quick and responsive."

"The scalability options are very nice because you can scale it much better and faster. The scalability was there in the previous environment also, but this is far better than what we had before. It basically helps the user in case they are looking for more storage. We can scale it much faster."

"The data reduction technology part of the scalability has been impressive, like its ability to host additional workloads, volumes of data, and databases."

"The most valuable features are the replication of data and the continuous snapshot that we can take from the disc."

"The initial setup was very straightforward and very quick. It was up and running in our data center within 24 hours of receiving it."

More Pure Storage FlashArray pros

Cons

"If the customer only needs 500 terabytes and doesn't care how much data they'll put in the server, IBM is cheaper than Pure."

"There are some challenges with data encryption and reduction."

"We would like to see VNC integration or be able to use Pure Storage with VNC."

"We've seen that when we create a POD in synchronous mode, it increases the latency."

"Right now, the box itself is just strictly working as a backend storage system. It would be fantastic if we could access it directly like a NAS device through network access or SIS drives. I think they have an interface, but I am not sure how good it is. If we could address a box directly on the network without having to go through a server, it would be great. The replication schemas could be improved. We are not using replication on the storage level right now. We use a different type of replication. If their replication would be as good as the one that we have, I would probably run the replication schema because it might be faster, but I don't know that for a fact. So, I cannot say that they have good replication. All I can say is that they need to inform us better."

"Many options to check performance, like read, writes, random writes, and random reads, are missing in Pure FlashArray X NVMe."

"In the future, I would like to see integration with enterprise backup systems."

"Our use cases require more multi-tenant capabilities and additional VLAN interfaces for separating different customers. We currently use it to provide storage, sometimes shared storage, to different customers, but it is less flexible in comparison to a dedicated solution."

More Pure FlashArray X NVMe cons

"Its usability can be improved. It can have more management features. Its management tools lack features."

"The life-cycle of the Hitachi Virtual Storage Platform G Series is too short. We only had approximately four or five years out of the solution before it was rendered its end of life."

"Hitachi Virtual Storage Platform needs to improve its scalability options where there are a few shortcomings."

"For mission critical issues the performance is low."

"The interface management and monitoring need improvement. Although I receive emails from Hitachi Virtual Storage Platform, I find the management aspect not as good as their hardware."

"At the moment, I don't see any room for improvement in Hitachi Virtual Storage Platform G Series because my experience with the product is very good. The software is okay and you can manage the storage well. What I'd like to see in the next release of Hitachi Virtual Storage Platform G Series is for it to be a real NAS solution because right now, you need to use a Hitachi converter called HNAS which makes the process a little bit more expensive. In my opinion, Hitachi should look into the possibility of unifying the HNAS into full storage, meaning that the HNAS should be integrated into the Hitachi Virtual Storage Platform G Series."

"The interface should be simplified and made easier to use."

"The user experience is pretty bad in Hitachi. A lot of mandatory tasks take a long time to work through."

More Hitachi Virtual Storage Platform cons

"We would like to be able to connect to data tape for backup, specifically to the LTO backups."

"I would like to see additional features like performance monitoring, configuring alerts, and the customization of alert thresholds."

"The data reduction that we had initially anticipated when we bought Pure and we move over, is way lower than the expected reduction. It depends on the workloads, of course. But that has been a challenge at times."

"We would like to see more development on their Copy Automation Tool (CAT) for Oracle, as well as better integration for our customers running Oracle VM."

"I would like to see the NAS add-on component become more fault-tolerant than just a single virtual machine running inside the array. I'm unwilling to use it for that reason."

"Pure Storage FlashArray could improve in the area of cryptographic information in the consoles. The user-friendliness could improve. The Pure Storage FlashArray team should come and log into the system with their maintenance credentials and then pull out the information as evidence of cryptography."

"Part of our company works on Dell EMC because Pure Storage did not have synchronous applications when we were purchasing our products."

"There are a lot of things to improve."

More Pure Storage FlashArray cons

Pricing and Cost Advice

"We pay approximately $50,000 USD per year in licensing fees."

"Its price could be better. It is not too expensive, but it is the high-end cost. It is kind of a Rolls-Royce. You pay a lot, but you get a lot out of it. So, the price pressure on the way down would be great, but at the end of the day, if you need to do the work, you just pay for it."

"The tool's pricing is cheap; I rate it a six to seven out of ten. Most of our sales are not subscription-based. We sell the hardware, and customers keep using it. They only renew the service part annually. The support can be a bit pricey, but the solution is more cost-effective than anything else out there."

"Pure FlashArray X NVMe’s pricing is cheaper than other products."

"The tool is an investment that we've budgeted for. While the prices may be higher than those of other vendors, we see it as a market leader with benefits. We don't regret purchasing it."

"The support cost per array is about $20,000 a year for 24/7 support."

"With VMware, we pay $300,000 annually."

"Given its price, Pure is not the first option."

More Pure FlashArray X NVMe pricing and cost advice

"I would like to see better pricing and more discounts."

"I would rate the solution's pricing at around eight or nine on a scale of one to ten. While the solution may be priced higher than some competitors, we prioritize the quality and durability of the storage."

"Hitachi Virtual Storage Platform is a very expensive product."

"When you are looking for high-end solutions such as this, price is less important than stability and availability."

"The costs were primarily in line with every other vendor at the time."

"The price of the solution is reasonable compared to others, such as Dell EMC."

"I find Hitachi to be cheaper by five to ten percent when compared to Dell and HP's costs, but the features in Dell are better than Hitachi Virtual Storage Platform."

"It is expensive as compared to other vendors, but its price is good if you are looking for stability, reliability, performance, and security."

More Hitachi Virtual Storage Platform pricing and cost advice

"We have an Evergreen Storage subscription, which I think is a great feature."

"We have seen a reduction in the TCO, because Pure Storage is partnering with Belfrics. This partnership reduces our latency and space."

"We consume it as a service, and that's actually something we really like, or at least I really like from the technical perspective. That's because it means there is no hassle when we need to upgrade arrays to add capacity. We just interact directly with technical counterparts, and we say, "Hey, we're filling up," and they say, "All right, here's another data pack." They ship it in, and we install it. So, the as-a-service model has worked very well. Given the outstanding data reduction rates, it has improved our profitability because we're selling allocated volumes as part of the cloud service or recovering those costs from our tenants. It is very efficient, but that has offset the premium price. It started out that way, but over time, as we've added capacity, the price per gig has gone down a lot because we have a lot of it."

"Pure Storage is expensive. It comes with features, so you get what you pay for. It is expensive compared to our old storage systems, but from the amount of human effort that you have to pay to babysit a storage system, it reduces that. I don't know if the TCO is reduced, but it's not a concern for us."

"Pure came in at a better price point than EMC and performed better than Compellent."

"It is cost-effective because after buying a subscription, they provide a service to upgrade hardware for free. They are providing so many features. When you consider the features provided, it is cost-effective."

"The solution could be cheaper."

"It could always be lower, but it's okay."

More Pure Storage FlashArray pricing and cost advice

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Comparison Review

it_user277539

Vice President, Products and Services with 51-200 employees

Jul 30, 2015

Hybrid storage, all-flash storage, and hyper-converged products offer software capable of running on commodity hardware, providing a better end-user experience at a reduced price.

Originally posted at https://www.freeitdata.com/ Over the last 15 years, the storage industry has primarily been dominated (market share) by six companies, EMC, NetApp, IBM, Hitachi Data Systems (HDS), HP and Dell. In 2013, these six companies made up approximately 85% of all storage sold in the…

What do you like most about Pure FlashArray X NVMe?

Top Industries

By visitors reading reviews

Computer Software Company

15%

Financial Services Firm

11%

Manufacturing Company

10%

Government

Computer Software Company

19%

Financial Services Firm

18%

Government

Manufacturing Company

Educational Organization

26%

Computer Software Company

13%

Manufacturing Company

Financial Services Firm

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

Questions from the Community

Pure FlashArray X NVMe helps to improve our processing speed. It is user-friendly and easy to use.

What is your experience regarding pricing and costs for Pure FlashArray X NVMe?

I am an engineer and am not aware of the setup cost.

What needs improvement with Pure FlashArray X NVMe?

Adding some functions to the product would be beneficial. Storage replication should be essential, and the analytics ...

What is your experience regarding pricing and costs for Hitachi Virtual Storage Platform?

For NVMe storage, the pricing is reasonable compared to competitors in India. However, for entry-level SAN storage or...

What do you like most about Hitachi Virtual Storage Platform E990?

The product's reliability has been crucial for our company's operations.

What needs improvement with Hitachi Virtual Storage Platform E990?

The interface management and monitoring need improvement. Although I receive emails from Hitachi Virtual Storage Plat...

Which should I choose: HPE 3PAR StoreServ or Hitachi Virtual Storage Platform F Series?

Both are great platforms, but if you are considering all flash solutions, I would recommend you to consider Pure Stor...

What do you like most about Pure Storage FlashArray?

We consume less physical storage because of the solution’s deduplication and compression.

What is your experience regarding pricing and costs for Pure Storage FlashArray?

I don't have the billing details right now, but the pricing is high.

Dell PowerStore vs Pure FlashArray X NVMe

Comparisons

Compared 29% of the time

TrueNAS R-Series vs Pure FlashArray X NVMe

Compared 19% of the time

Pure Storage FlashBlade vs Pure FlashArray X NVMe

Compared 14% of the time

IBM FlashSystem vs Pure FlashArray X NVMe

Compared 11% of the time

HPE Alletra Storage vs Pure FlashArray X NVMe

Compared 9% of the time

More Pure FlashArray X NVMe Competitors

Dell PowerStore vs Hitachi Virtual Storage Platform

Compared 14% of the time

NetApp AFF vs Hitachi Virtual Storage Platform

Compared 12% of the time

IBM FlashSystem vs Hitachi Virtual Storage Platform

Compared 11% of the time

HPE Alletra Storage vs Hitachi Virtual Storage Platform

Compared 7% of the time

Dell PowerMax vs Hitachi Virtual Storage Platform

Compared 4% of the time

More Hitachi Virtual Storage Platform Competitors

Dell PowerStore vs Pure Storage FlashArray

Compared 18% of the time

HPE Alletra Storage vs Pure Storage FlashArray

Compared 13% of the time

NetApp AFF vs Pure Storage FlashArray

Compared 10% of the time

IBM FlashSystem vs Pure Storage FlashArray

Compared 8% of the time

INFINIDAT InfiniBox vs Pure Storage FlashArray

Compared 2% of the time

More Pure Storage FlashArray Competitors

Product Reports

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Pure FlashArray X NVMe

May 2025

Hitachi Virtual Storage Platform

June 2025

Download Hitachi Virtual Storage Platform product report

Download Pure Storage FlashArray product report

Pure Storage FlashArray

May 2025

Also Known As

Pure FlashArray//X NVMe, Pure FlashArray//X, FlashArray//X

Hitachi Virtual Storage Platform F Series, 5000 Series, E Series, N Series, G Series

No data available

Overview

Pure Storage FlashArray//X is the world’s first enterprise-class, all-NVMe flash storage array. It represents a new class of storage – shared accelerated storage, which is a term coined by Gartner – that delivers major breakthroughs in performance, simplicity, and consolidation.

Pure Storage

RETHINK YOUR DEFINITION OF SPEED AND PERFORMANCE

With adaptive, guaranteed data reduction and a 100% data-availability guarantee, Hitachi Virtual Storage Platform F series helps you tackle complicated business challenges. Hitachi Data Systems (HDS) VSP F series delivers up to 4.8M IOPS with sub-millisecond response times.
Featuring legendary Hitachi reliability, VSP F series arrays are backed by the industries only 100% availability guarantee. For these reasons, 80% of the Fortune 500 choose Hitachi all-flash arrays to accelerate the performance of mission-critical applications like Oracle, SAP, Virtualization, Microsoft apps etc. With over 350 patents in flash technology, Hitachi’s innovative mix of flash hardware and software accelerates ROI with enterprise-class reliability and performance.

Hitachi Vantara

Pure Storage FlashArray is the world’s first enterprise-class storage array that runs exclusively on the nonvolatile memory express (NVMe) protocol for memory access and storage. It represents a totally state-of-the-art type of storage technology. It offers users shared accelerated storage that delivers cutting-edge features in the realms of performance, simplicity, and consolidation. Pure Storage is fresh and modern today and will be for the next decade. Without forklift upgrades or planned downtime, Pure Storage takes the work out of storage ownership and delivers unprecedented customer satisfaction.

Pure Storage FlashArray is built with simplicity and reliability in mind. The solution can be implemented and optimized in hours, as opposed to other similar solutions that can take days. It has no moving parts, which removes areas where it could potentially be vulnerable to suffering errors. It is highly stable and gives users the ability to manage system shutdowns in a way that prevents data loss.

Benefits of Pure Storage FlashArray

Some of the benefits of using Pure Storage FlashArray include:

A much higher level of speed than similar pieces of technology. Pure Storage FlashArray maximizes the speed at which data can be transferred while at the same time minimizing system latencies that might slow the transfer down. Additionally, it offers users quick memory read and data access speeds.
A higher bang for your buck in terms of the storage capabilities you get for the money you pay. They are smaller in size than more standard storage technologies, but they offer flash memory, which enables users to store larger amounts of data than the current standard.

Reviews from Real Users

Pure Storage FlashArray is a highly effective piece of storage technology which stands out among its competitors for a number of reasons. Two major ones are its overall robustness and the value that it offers by way of its reliability and ease of use. It provides users with many valuable features that allow them to maximize what they can do with this solution. Pure Storage FlashArray’s reliability and ease of use make it a highly valuable solution.

PeerSpot user Prabakaran K., a technical consultant at Injazat Data Systems, notes the robustness of this solution when he writes, "FlashArray has many valuable features. It's very user-friendly and it has high availability, so there is comparatively less downtime. During maintenance, there is no shutdown procedure, so you can directly power off the Array and manage the shutdown process without any data loss, which is a unique feature. Managing replication and data migration is also very easy."

PeerSpot user Jason D., a cloud solutions architect at a tech services company, notes three features that make this solution valuable when he writes, "We've had different types of storage, and three things of this solution are valuable. The first one is its outstanding performance. The second one is its stability. In the about three years that we've had it, we've had component failures, but we never had a service interruption or any data loss. The third one, which is really critical, is that it is super easy to use in terms of provisioning, storage, and managing the arrays. I'm able to maintain a multi-site environment with a couple of dozen arrays with a single mid-level storage admin."

Pure Storage

Sample Customers

Fremont Bank, Judson ISD, The Nielsen Company

Turkcell, Owens Corning, Region Nord, Net Credit Financial Group (NFC Group), Russian Railways

Nielsen, Lamar Advertising, LinkedIn, Betfair, UT-Dallas