Dell COO Jeff Clarke said at a media briefing that the naming decision was based on research the company did with "tens of thousands of customers."

So long XPS, au revoir Inspiron, later, Latitude. Dell is officially giving its existing PC brands the boot at CES 2025 and moving to terms that normal people will actually understand: Dell, Dell Pro and Dell Pro Max.

Dell's branding has always seemed a bit clumsy to me, and it seems the Texas-based tech giant may agree. It's just announced a branding change that simplifies its core PC product tiers into three main categories—Dell,

Dell is completely rebranding its suite of laptops, offering three iterations: Dell, Dell Pro, and Dell Pro Max. I'll break them down for you.