Dell Rebrands PCs Amid Controversy Over Names

Dell Technologies has announced a rebranding of its PC lineup, adopting a simpler naming convention that includes 'Dell', 'Dell Pro', and 'Dell Pro Max', which closely resembles Apple's product naming system. This change, revealed during a press briefing at CES 2025, replaces longstanding names like XPS and Inspiron, aiming to make product identification easier for consumers. Dell's COO, Jeff Clarke, defended the decision, stating that common terms like 'Pro' and 'Max' are not exclusive to Apple, and the rebranding was based on feedback from tens of thousands of customers. The move comes as PC sales continue to struggle post-pandemic, prompting Dell and other manufacturers to explore new strategies to boost demand. Critics at the event expressed concern that Dell's new branding feels derivative of Apple's, sparking debate over originality in tech marketing. Dell's response highlights a broader trend in the tech industry, as other companies, including HP and Microsoft, have also adopted similar naming conventions.