Dell Rebrands PC Lineup with Apple-Like Naming Structure

The company retires XPS, Inspiron, and Latitude brands in favor of simplified tiers: Dell, Dell Pro, and Dell Pro Max.

Dell announced a complete rebranding of its PC lineup at CES 2025, replacing long-standing brands like XPS, Inspiron, and Latitude with a new three-tiered naming convention: Dell, Dell Pro, and Dell Pro Max.
The new naming system aims to simplify product choices for consumers, with 'Dell' targeting general users, 'Dell Pro' for business productivity, and 'Dell Pro Max' for high-performance use cases like AI and creative applications.
Each category will feature three sub-tiers—Base, Plus, and Premium—adding further differentiation, though some critics argue this could still confuse buyers.
The XPS brand, previously associated with Dell's premium laptops, will now fall under the 'Dell Premium' sub-tier, continuing its legacy of high-end design and performance.
Alienware gaming PCs will retain their existing branding and are not included in the rebranding initiative, which Dell says is focused on streamlining its core PC offerings.