At CES 2025, Dell made a bold move by unveiling a complete overhaul of its laptop and desktop branding. The company has decided to consolidate its various product lines, which were once categorized under names like XPS, Inspiron, Latitude, Precision, and OptiPlex, into just three simplified labels: Dell, Dell Pro, and Dell Pro Max. This shift, announced by Michael Dell himself, is designed to make it easier for consumers to navigate Dell’s offerings. However, it also raises questions about potential confusion as the company phases out its iconic branding.
A New Approach to Naming
Dell’s latest naming scheme follows a trend that has become popular in the tech industry, where labels like “Plus,” “Pro,” and “Max” are used across various product categories. But Dell’s new system takes it a step further by introducing an automotive-style structure with three sub-categories: Base, Plus, and Premium.
Here’s a breakdown of what the new structure looks like:
– Dell now includes the consumer laptops once known as Inspiron and XPS.
– Dell Pro represents business laptops, previously sold under the Latitude name.
– Dell Pro Max targets high-performance workstations, replacing the Precision line.
Each of these three primary categories will also feature the new sub-categories, making it easier to differentiate between entry-level, mid-tier, and high-end models. For example, the Dell XPS series, known for its premium consumer laptops, is now part of the Dell Premium tier, under the new Dell Premium label.
Breaking Down the New Structure
Under Dell’s new system, the distinctions between products are more granular:
– Dell Pro Max Base is an entry-level workstation,
– Dell Pro Plus is a mid-tier business laptop,
– Dell Premium targets high-end consumer laptops.
This shift has already led to the launch of products like the Dell Plus 32-inch 4K QD-OLED monitor and Dell Pro Premium laptops. In the future, consumers could see even more complex product names such as Dell Pro Max Plus, further expanding the new naming scheme.
For laptops available in multiple sizes, the new system will apply to individual models as well. For example, the successor to the Dell Latitude 13-inch laptop is now called the Dell Pro 13 Premium, while the 14-inch version is the Dell Pro 14 Premium.
Phasing Out Legacy Names
Perhaps the most significant change in Dell’s strategy is the discontinuation of several well-established product names. The XPS series, long considered Dell’s flagship for premium consumer laptops, will now be rebranded under the Dell Premium label.
However, Dell isn’t completely abandoning the old names just yet. The company confirmed that existing products like the XPS and Precision will continue to be sold under their current branding until they are phased out. Once discontinued, those products will be replaced by new models under the Dell, Dell Pro, and Dell Pro Max labels.
In the short term, this means consumers might have to compare older XPS models with newer Dell Premium versions. Similarly, businesses could be faced with deciding between legacy Precision workstations and the new Dell Pro Max series.
Navigating the Transition
Dell is aware that the rebranding may cause confusion among its customers. When asked about the transition, Frank Cestone, Dell’s public relations lead for consumer and gaming, acknowledged that this would be a gradual process. “It will be a journey,” he said, “but we’re taking the necessary steps to make this as easy as possible for customers on day one.”
Yet, critics argue that while simplification is well-intentioned, the introduction of terms like “Plus,” “Pro,” “Max,” and “Premium” could dilute their meaning, making it harder for customers to understand the differences between models. In this new system, these once-meaningful labels are now applied so broadly that it could lead to more confusion rather than clarity.
