Dell has officially discontinued its XPS, Inspiron, Latitude, and Precision laptop ranges. Now, they are all grouped under a naming system akin to that of Apple’s iPhone. For instance, the XPS line is now simply called Dell, the Latitude is rebranded as Dell Pro, and the Precision lineup has been changed to Dell Pro Max.
Similarities to Apple
This shift in naming style has drawn comparisons to Apple’s iPhone model names, and during the CES 2025 press conference, Dell faced backlash for what was termed as “imitation” of the tech giant from Cupertino. In response to these remarks, Dell has clarified that the intention behind the new naming structure is to simplify things for consumers.
Consumer Preferences
Jeff Clarke, Dell’s Chief Operating Officer, shared that customers generally favor names that “are memorable and easy to say.” While this new naming approach could make it somewhat easier to understand the company’s offerings, there are still sub-categories: Base, Plus, and Premium. These subdivisions might actually complicate the idea of simplified naming, making it harder for customers to choose a laptop.
At the event, attendees voiced their concerns about the lack of originality in the new naming system, describing it as merely a “copy” of Apple’s branding for the iPhone. Dell’s leadership defended the rebranding, claiming it was guided by research involving “tens of thousands of customers.”
Legal Standpoint
Additionally, the executives emphasized that no brand can claim exclusive rights to terms like “Pro” or “Max” for their products. Therefore, it seems that Dell isn’t facing any significant legal challenges over this. Nevertheless, as more companies adopt naming conventions similar to Apple’s, it will be interesting to see if we will encounter products with “Air” or “mini” labels for Windows laptops down the line.
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