Dell retires ‘confusing’ laptop names in favour of Apple-style rebrand

COO Jeff Clark explained the change in nomenclature is to help customers remember and pronounce names easily

by e4m Desk
Published: Jan 7, 2025 5:09 PM | 2 min read

Dell has rebranded its XPS, Latitude and Inspiron line of laptops to Dell, Dell Pro and Dell Pro Max, in a move seemingly inspired by Apple.

COO Jeff Clark explained the change in nomenclature to help customers remember and pronounce names easily. “Buyers shouldn’t have to spend time figuring out our nomenclature, which at times has been a bit confusing,” he added.

Each of Dell’s PC categories (Dell, Dell Pro and Dell Pro Max) will now comprise three pricing tiers: base, plus and premium. The core objective of the rebrand is to whip up interest in Personal Computers, which have seen lacklustre sales in recent years. Even Dell’s famed Alienware products are part of the revamp.

The rebranding exercise has also caught the attention of the internet.

Dell rebranding to “pro” and “pro max” has to be the most Apple kind of behavior I’ve seen from a non-Apple product
— oj. (@obukofejoe) January 7, 2025

Seems like mixed reactions to @Dell killing it's current PC branding (XPS/Latitude/Inspiron) and rebranding as Dell/Dell Pro/Dell Pro Max. I think it's a great move. Clearly following Apple's lead, but why not ?. Simplified branding will equal more consumer opportunities
— Ryan Reith (@ryanreith) January 7, 2025

Dell's rebranding is a bold move, simplifying product lines for a more streamlined user experience. The UAE's supportive environment for tech innovation is a great example of how to foster growth.
— مايا Tech‍ (@techcoderm) January 7, 2025