CES is always full of fun surprises, and Dell’s CES 2025 is no different — well, at least the surprise part. Announced today, Dell is completely rebranding its suite of laptops, doing away with its XPS, Inspiron, Latitude, or Precision lines and replacing them with the new Dell, Dell Pro, and Dell Pro Max monikers, each offering three models: Base, Plus, and Premium.
Dell’s attempt to simplify its branding is reminiscent of Apple's MacBook in its naming convention. However, Kevin Terwilliger, Vice President of PC Product Management at Dell, tells Laptop Mag that any similarities between the two are simply drawn from their use of "descriptive industry words." In practice, Dell's new catalog differs significantly from Apple's approach to tiering.
