CES 2025: Dell Is Rebranding, and Its Confusing [Video]

During CES 2025, Dell announced plans to get rid of all of its existing computer brands, including the iconic XPS line of performance laptops. Also gone are Inspiron, Latitude, Precision, and other brands. The entire lineup will now be divided into three categories: Dell, Dell Pro, and Dell Pro Max. The strategy, clearly inspired by Apple, was created in hopes of simplifying the product catalogue, but in the short term, some confusion is warranted.

In theory, it is simple, and brings the focus on Dell, the company, rather than sub brands. But there are two issues. The “Pro” and “Pro Max” brand names are already done to death, and not just by Apple. Second, every Dell brand will have three tiers, so now you are looking at nine different combinations only to find a new computer. It is a mess, but we can hopefully help you make sense of it …