Dell is renaming its lineup of PCs in a page that seems taken directly from Apple’s playbook.
The computer company on Monday announced plans to do away with familiar laptop brand names, such as Latitude and XPS, in favor of suffixes like “Pro Max.”
The idea is that PCs carrying the Dell label will be focused on everyday users. The Pro line is meant for “professional grade productivity.” And the Pro Max line is the high-end machines.
Dell argues the wide variety of brand names is confusing for consumers. And while that’s hard to contradict, the hiccup in this comes with the different versions of each (existing) model.
Starting this year, the company will put its XPS, Inspiron, and Inspiron Plus devices in the Dell category. That will change the name of the Dell Inspiron to just Dell. The XPS will now be known as a Dell Premium device—and machines currently known as Inspiron Plus will now be called the Dell Plus.
Confusing matters, though, is that certain models in the Pro and Pro Max line have different configurations, so knowing which has become which could come with a learning curve.
The changes, Dell says, will apply to upcoming AI laptops.
Dell has had some experience with big changes. The company has performed a “hard reset” in the past to survive industry shifts—and done so successfully. That has helped send the personal wealth of company founder Michael Dell to more than $100 billion.
