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

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

Dell is rebranding its laptop and desktop lines for 2025. The computer maker has shuttered its longtime model names in favor of a simplified nomenclature that it announced today at CES 2025. Dell's laptops and PCs will now fall under an iPhone-like structure with series labeled simply as Dell,

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 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,

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

Branding is important. Corporations spend millions of dollars every year to make sure that words like “Tacoma” and “Sleep Number” press the right buttons in your brain. And Dell has spent decades putting that same work in for terms like “XPS,

This time around, the company held a full-on keynote with Michael Dell himself, where the firm announced that it's killing off all of its branding on its laptops, consolidating them into one brand. And the brand