Dell is shaking things up for the new year. It is dropping nearly all of its laptops’ branding, which includes the popular XPS and Latitude, in favor of something it claims is simpler. So, what is Dell calling this new generation of AI laptops? Well, it’s just Dell.
Dell laptops are being split into three categories: Dell, Dell Pro, and Dell Pro Max. Dell laptops are meant for work and play. Dell Pro is designed for “professional-grade productivity,” while the Dell Pro Max is about high-end performance.
At its annual press conference, Dell explained that its “Unified branding across Dell’s PC portfolio makes it easier to find the right PCs.” Is that true? Let’s look at some of the rebranding a little closer.
The Dell XPS, Inspiron, and Inspiron Plus will all fall under the Dell product line. However, the XPS will now be known as a Dell Premium, while the Inspiron Plus will now be called the Dell Plus. The Latitude is just a Dell.
Here’s where things get confusing. The Latitude is part of the Dell Pro line, which includes base, Plus, and Premium configurations.
We aren’t done. The Dell Pro Max replaces the Precision line of laptops, which come in base, Plus, and Premium configurations.
So, if you were looking for a new work laptop, you’d probably want a Dell Premium. Or a Dell Pro Premium. Or Dell Pro Max base model. Visually, these are different laptops, but I wouldn’t know that based on the names.
I agree with Dell that the average consumer is likely overwhelmed by the number of different models and configurations available when shopping for a laptop. I’d argue that the new branding is even more confusing, as it seems to be the same four words jumbled together. As someone who’s spent most of their career reviewing and testing XPS laptops, I’ll surely miss it. However, I’ll give the new XPS a chance in 2025. I’m sorry. I mean, I’ll give the Dell Premium a chance.
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