Dell, Unified Branding

Dell's execs say Apple doesn't own branding words like 'pro' and 'max,' so they can use them too
Dell COO Jeff Clarke said at a media briefing that the naming decision was based on research the company did with "tens of thousands of customers."
CES 2025: Dell Rebrands Its Whole PC Lineup—Now, It’s All Just ‘Dell’
No more XPS, Inspiron, Latitude? Yep. Dell is eliminating its well-known PC family names across its laptop and desktop PC stacks, aiming to simplify what's what for new customers.
Dell’s ‘Unified Branding’ Is Completely Confusing
Dell laptops are being split into three categories: Dell, Dell Pro, and Dell Pro Max. Dell laptops are meant for work and play. Dell Pro is designed for “professional-grade productivity,” while the Dell Pro Max is about high-end performance.
Dell dumps its PC brands to be more like Apple
So long XPS, au revoir Inspiron, later, Latitude. Dell is officially giving its existing PC brands the boot at CES 2025 and moving to terms that normal people will actually understand: Dell, Dell Pro and Dell Pro Max.
30 years later, XPS is dead. Here’s why Dell is killing its flagship brand
Dell's iconic XPS brand will be retired this year, along with many of the other Dell sub-brands. But what's replacing them?
Dell kills the XPS brand
The PC manufacturer’s new laptops, desktops, and monitors will have a simplified naming scheme with labels like ‘Pro’ and ‘Max.’
Dell just revamped its entire laptop portfolio - and the new names sound oddly familiar
Dell announced a handful of new laptops and Alienware desktops at CES 2025, and if you're a little confused looking at their ...
Dell abandons XPS, Inspiron, and its other classic brands in favor of new branding strategy
Inspiron, XPS, and other Dell brands are going the way of the dinosaur it seems as the new Dell, Dell Pro, and Pro Max take ...
Dell’s office-standard 27-inch 4K monitor now does 120Hz
Dell has made its latest UltraSharp 4K monitors more attractive to PC gamers by doubling the previous generation’s 60Hz ...
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Preview: Changing Names, Dell's Business Laptops All Go 'Pro'
Here's everything you need to know about Dell's new business laptop lineup, and the PC maker's big 2025 rebranding effort.
Dell update package framework threatens system security
A vulnerability in Dell's update package framework allows users to escalate their privileges and compromise systems.
Dell’s new monitor tracks your head to beam audio to your ears
Dell’s new monitor can beam audio directly toward your ears. The Dell 32 Plus 4K QD-OLED uses a camera beneath its display ...
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Hands On: Dell's 16 Plus 2-in-1 Says Adios to Inspiron, Hello to 'Lunar Lake'
During a CES 2025 preview, I got a feel for Dell’s big-screen 2-in-1 laptop, which keeps the mini LED touch screen while ...