Dell Technologies is ushering in major changes to its product branding as it simplifies its lineup for 2025, announcing the retirement of iconic names such as Inspiron, Latitude, and XPS. During this year’s CES event held in Las Vegas, the tech giant unveiled its new approach: laptops and desktops will henceforth fall under three main categories—Dell, Dell Pro, and Dell Pro Max. This strategic rebranding aims to streamline the purchasing process for consumers by providing clearer distinctions among models.
At the heart of this change is the recognition of consumer confusion stemming from Dell’s previously complex naming conventions. According to Kevin Terwilliger, Dell’s head of PCs, the company found it necessary to reduce the overlapping product names within its portfolio. “We looked at our portfolios, and what we found was we had multiple overlapping products, and it got confusing for people to understand,” he stated in an interview published by The Independent. The new system is intended to eliminate ambiguity, offering consumers straightforward choices across various performance tiers.
The newly organized categories serve different user needs: the basic “Dell” line is crafted for play, school, and work, targeting everyday consumers; “Dell Pro” caters to professional users seeking productivity-focused devices, and the “Dell Pro Max” is aimed at users demanding maximum performance.
The restructured Dell lineup will feature three tiers of performance within each category: Base, Plus, and Premium. For example, the Dell laptops launching this month will include models like the Dell Pro Premium, which is optimized for professional-grade productivity with enhanced design features, and the new Dell Plus two-in-one laptop starting at $999. The Dell Pro range will officially start hitting the shelves on January 6, with another round of laptops set to follow by February.
Among the highlights of the Dell Pro Premium range are laptops with cutting-edge specifications. Featuring Intel’s latest Core Ultra processors and possibly the first commercial notebooks with tandem OLED displays, these laptops promise significant improvements over earlier generations—including energy efficiency and vibrant visual performance. The company believes this innovation will also contribute to a more seamless experience by integrating advanced AI technologies.
These new PCs, classified as AI PCs, signify Dell's commitment to infusing artificial intelligence capabilities across its entire lineup. “The PC is the most important personal productivity device of our lifetime and it is being transformed by AI,” said Michael Dell, chairman and CEO of Dell Technologies. The new categories extend to Dell’s monitors and peripherals as well, encompassing the entire client solutions portfolio under these newly-defined terms.
Notably, the rebranding of the XPS line has raised eyebrows, considering its status as Dell’s flagship product. Terwilliger reassured consumers, stating, “the Premium tier of Dell Pro Max will represent our MacBook Pro competitors,” effectively retaining the high-end design and performance characteristics synonymous with XPS laptops.
This initiative to streamline Dell's brands also reflects insights gained from market research conducted by Accenture, which indicated 75% of consumers felt overwhelmed during technology purchases due to convoluted product lines. To address this issue and boost market competitiveness, simplifying the product naming structure appears to be Dell's strategy to attract new customers, especially younger individuals unfamiliar with the Dell brand.
Looking forward, industry analysts suggest Dell's rebranding could present both opportunities and challenges. The shift may resonate well with potential buyers seeking easier access to product selection but also requires existing customers to adapt to the new naming conventions. “To make finding the right AI PC easy for customers, we’ve introduced three simple product categories to focus on core customer needs,” Terwilliger added, emphasizing customer-centric innovation.
Alongside exciting new products like the Dell Pro 14 and Dell Pro Max, upcoming releases are anticipated later this year, including laptops powered by AMD and Snapdragon processors, as fans await improvements across performance spectra.
With its updated strategy, Dell aims to reclaim its position as a leading player within the competitive PC space, as it continues to innovate its product lineup and brand presentation. The full impact of these changes, both on consumer perception and market share, will become clearer as the new models roll out over the coming months, paving the way for Dell’s next chapter.