Dell has made a surprising and potentially controversial decision: to abandon its long-standing and iconic PC brand names. Gone are the days of the XPS, Latitude, Inspiron, Precision, OptiPlex, and G-series. All these familiar names will be replaced by a new, tiered system, leaving only Alienware standing as a distinct brand.
Odd decision to go with this tiered system as outlined in the image above and below; placing machines into three main categories with three sub-categories each. Many news outlets have made the comparison between this move and Apple’s move to describe the different models of the iPhone.
One attendee reportedly asked why Dell “didn’t choose something original, because you essentially have Apple’s branding here.”
Another said Dell’s naming choices were “a lot” like Apple’s. “Aren’t you just following them?” they asked.
Dell reportedly defended its branding change, with executives responding that no one owns the words “pro” or “max” and that these are universal terms.
Dell’s chief operating officer Jeff Clarke said that the move to change names resulted from extensive research involving “tens of thousands” of people.
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While the intention behind this move remains somewhat unclear, it seems like Dell is aiming for a simplified and more streamlined product lineup. However, the decision to bury the history and brand equity associated with names like XPS and Latitude is a significant gamble. The XPS 13, for example, was a renowned and highly regarded laptop, and its legacy now risks being obscured under the generic “Dell Premium” label.
One of the first products to emerge under this new system is the “Dell Pro Max Micro” – a name that certainly doesn’t inspire confidence in terms of clarity and memorability.
It’s impossible to predict whether this rebranding will be successful. Dell is betting big on simplifying its product lines and enhancing customer understanding, but the risk of alienating loyal customers and losing brand identity is undeniable.