Dell announces that they are killing off their long-running "XPS" branding. Not only is Dell getting rid of the XPS branding but they're also killing off their Inspiron, Latitude, and Precision branding. In place of these unique words will be Apple-inspired branding such as Dell, Dell Pro, and Dell Pro Max.
Dell describes their low-end "Dell" brand as being "designed for play, school, and work." Their Dell Pro branding will be for those seeking "professional-grade productivity." Dell Pro Max will be "designed for maximum performance." Dell plans to release Dell and Dell Pro branded displays, accessories, and ambiguous "services."
Then within each of those brand lineups, Dell will further differentiate devices with an added "Base," "Plus," and "Premium" moniker. If this all sounds needlessly confusing, that's probably because it is. Naming conventions for PC hardware have been dogwater for as long as I can remember. At the very least we can be thankful Dell isn't naming these devices like some companies name monitors.
Dell Pro devices will have a focus on durability. Dell says that these devices can withstand "three times as many hinge cycles, drops, and bumps from regular use as competitor devices." They also claim that their Pro laptop lineup improves "airflow by 20%." This is all according to internal tests conducted at Dell, of course. The Dell Pro Max lineup includes workstations and laptops that are equipped with high-end GPUs and a new thermal design.
The rebranding seems to have taken place immediately. The first devices under the new branding were released today by way of six different Dell Pro laptops such as the Dell Pro 14 Plus and Dell Pro 13 Premium. Dell also says that they are going to release new devices later in 2025 that include AMD and Snapdragon X processor options.
