Dell is simplifying its product lines with a new naming system, but it comes with a lot of confusion. The company is replacing its existing XPS, Inspiron, Latitude, Precision, and OptiPlex lines with just three main categories: Dell, Dell Pro, and Dell Pro Max. Each category is further divided into Base, Plus, and Premium sub-tiers, leading to names like Dell Pro 13 Premium and Dell Pro Max Plus. This change, while simplifying the overall structure, is causing concern for customers and businesses who may struggle to distinguish between the old and new products.
The tech industry’s relentless march toward labeling everything “plus,” “pro,” and “max” soldiers on, with Dell now taking the naming scheme to baffling new levels of confusion. The PC maker announced at CES 2025 that it’s cutting names like XPS, Inspiron, Latitude, Precision, and OptiPlex from its new laptops, desktops, and monitors and replacing them with three main product lines: Dell (yes, just Dell ), Dell Pro, and Dell Pro Max.
If you think that sounds a bit Apple-y and bland, you’re right. But Dell is taking it further by also adding a bit of auto industry parlance with three sub-tiers: Base, Plus, and Premium. That yields new products like the freshly announced Dell Plus 32-inch 4K QD-OLED monitor and Dell Pro Premium laptops. In the future, it means we can also expect product names like Dell Pro Max Plus. Since a laptop like the Dell Pro Premium comes in two sizes, 13-inch and 14-inch, their proper full names are Dell Pro 13 Premium and Dell Pro 14 Premium. They’re spiritual successors to outgoing Dell Latitude laptops. Dell’s XPS line, which has been a prominent name in premium laptops for years, is being replaced by new Dell Premium models. So they’re part of the base-tier Dell line, at the Premium sub-tier. While this is a substantial brand restructuring for one of the world’s biggest PC manufacturers, Dell isn’t tossing the old names out all at once. Existing products already launched under XPS, Precision, and other retiring brands will continue on as they are. But once they’re discontinued, they’ll only be replaced by whatever Mad Libs concoction of Plus, Premium, Pro, and Pro Max Dell has lined up for them. Until Dell’s lines are fully turned over, there may be even more confusion when, for example, customers are cross-shopping current XPS laptops with Dell and Dell Premium ones — or when businesses have to consider a fleet of leftover Dell Precision notebooks or newer Dell Pro Max / Dell Pro Max Plus / Dell Pro Max Premium model
DELL LAPTOPS BRANDING NAMING SCHEME CES 2025
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