Named brands like XPS and Inspiron will now fall under performance categories. Plus, Dell expanded its partnership with AMD.

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?

The computer company Dell has a new brand strategy that sounds a lot like Apple. There were a few smiles at the launch.

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.

Dell is retiring some of its most recognizable laptop brands, including the beloved XPS, as part of a rebranding effort unveiled at CES 2025. The company announced that its new lineup will consist of three simplified categories: Dell,