Dell today announced that it’s rebranding and simplifying its entire PC lineup. But in doing so, it killed the iconic XPS brand. This is inarguably a mistake.
The brand it’s using instead? Dell.
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“Dell reveals a new AI PC portfolio built for personal and professional computing,” the Dell announcement notes. “From sleek laptops to powerful workstations and versatile desktops, Dell’s new AI PC lineup lets you collaborate, create and drive productivity no matter the location. And now it’s easier than ever to find the right device with our new AI PCs unified under the Dell brand.”
Dell will use three brands going forward: Dell, Dell Pro, and Dell Pro Max. The Dell brand will be used for mainstream consumer and commercial PCs. The Dell Pro brand will be used on “professional-grade productivity” PCs. And Dell Pro Max will be reserved for those PCs that provide “maximum performance.” Within each of these categories, Dell will use three pricing tiers, too: Base, Plus, and Premium. I suppose this is similar to the PC rebranding HP underwent last year, and the successors to the XPS products will be branded as Premium, Dell notes.
Tied to the rebranding, Dell also redesigned its PCs with durable and reliable materials, and all new looks across the lineup.
Dell-branded PCs are powered by Intel Core Ultra Series 2 processors and include the Dell 14 Plus, Dell 14 Plus 2-in-1, Dell 16 Plus, and Dell 16 Plus 2-in-1. The Dell Pro lineup will include Intel Core Series 2 and AMD Ryzen processor options and will include the Dell Pro 13 and Dell Pro 14 Copilot+ PC laptops. And the Dell Pro Max lineup will include Intel Core Series 2, AMD Ryzen, and AMD Threadripper options. There will be Dell Pro Max 14/16 laptops and Dell Pro Max desktop PCs.