Dell Rebrands PC Lineup with Apple-Like Naming Structure
The company retires XPS, Inspiron, and Latitude brands in favor of simplified tiers: Dell, Dell Pro, and Dell Pro Max.
- Dell announced a complete rebranding of its PC lineup at CES 2025, replacing long-standing brands like XPS, Inspiron, and Latitude with a new three-tiered naming convention: Dell, Dell Pro, and Dell Pro Max.
- The new naming system aims to simplify product choices for consumers, with 'Dell' targeting general users, 'Dell Pro' for business productivity, and 'Dell Pro Max' for high-performance use cases like AI and creative applications.
- Each category will feature three sub-tiers—Base, Plus, and Premium—adding further differentiation, though some critics argue this could still confuse buyers.
- The XPS brand, previously associated with Dell's premium laptops, will now fall under the 'Dell Premium' sub-tier, continuing its legacy of high-end design and performance.
- Alienware gaming PCs will retain their existing branding and are not included in the rebranding initiative, which Dell says is focused on streamlining its core PC offerings.

























