So that means Dell’s top-of-the-line laptop will be referred to as the Dell Pro Max (Premium), which is a step above the Dell Pro Max (Plus), which is a step above the Dell Pro Max (Base), which is a step above the Dell Pro (Premium), which is…better than XPS, Inspiron, and Latitude?

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."

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.

Dell executives say they want to make buying easier for consumers by simplifying the process. CEO Jeff Clarke stated that customers prefer names that are easy to remember and pronounce. The company says the decision is supported by research involving "tens of thousands of customers.

In a bid to reinvigorate PC sales, Dell should've put a lot of thought into how it rebrands its PCs. Instead, it ripped off the iPhone's Pro and Pro Max naming conventions.

The company has opted to kill off the XPS brand in favor of something simpler, although from what we can tell, it might

Dell's branding has always seemed a bit clumsy to me, and it seems the Texas-based tech giant may agree. It's just announced a branding change that simplifies its core PC product tiers into three main categories—Dell,