Dell Picks A Fight With The Public Cloud Watch out Amazon Web Services, Microsoft Azure and Google Cloud. Dell's Apex is now officially on the market looking to eventually take market share from public cloud providers with its new cloud-like as-a-service sales model Apex. "We have built [Apex] to deliver the very model and the very set of capabilities that customers have received from the public cloud, yet give them all of the agility and the control that they desire to have without having to be forced to move data from on-premise to off-premise to control the things that they want," said Jeff Clarke, chief operating officer and vice chairman of Dell. Dell's top executives touted Apex as an overall better IT solution for customers compared to public clouds in terms of cost, control, speed, agility and simplicity. "The control and predictability of the model that we are building with Apex is really important to customers," said Allison Dew, Dell Technologies' global chief marketing officer.