This year at CES 2025, Dell is announcing a huge rebranding for all of its consumer and commercial PCs. However, while this change is generally a move in the right direction, I think getting rid of the iconic XPS name is an unforced error.
As a quick recap, Dell’s new unified branding will see its laptops, desktops and other devices divided into three main families. Standard Dell machines are aimed at general consumers and designed for school, work and casual gaming. (Alienware gaming PCs are also getting updated names, but they will remain separate from Dell’s core computing products.) Then there are Dell Pro devices, which are primarily for businesses and meant to support pro-grade productivity. Finally, there is the Dell Pro Max line, which as its name suggests comprises systems built to deliver maximum performance (i.e. workstations).
But it doesn’t stop there, because within each family will be three tiers of products. Base models across the Dell, Dell Pro and Dell Pro Max lines will be entry-level machines and won’t get any special monikers. Meanwhile, systems featuring the Plus tag (e.g. the Dell Pro 14 Plus laptop) will serve as mid-range options. And then sitting on top are systems with a Premium label, which denotes Dell’s most powerful and luxurious machines within a given family.
Now while this new scheme might seem awkward at first, the rationale behind it makes sense (mostly). Dell believes that when customers buy gadgets they see the name of the company first (in this case Dell), so that’s what should be front and center on every product. So far so good. Another benefit of this change is that Dell is also ditching a ton of sub-brands like Latitude, Inspiron, Optiplex and others, which were often opaque and meaningless to most buyers. So in essence, the rebrand is providing a more streamlined naming scheme that should be easier to understand. A similar thought process was behind HP’s unifying and rebranding that took place last year, too.
Regular folk should shop for standard “Dell” models, businesses will buy Dell Pro systems and anyone who needs PCs with even more performance can opt for Dell Pro Max devices. Unfortunately, among all this, the XPS name is also getting killed off and in its place will be systems simply labeled Dell [product name] Premium. (Remember, non-Pro Dells are for normal people and “premium” denotes that a model sits at the top of the line.)
This is my big issue because I truly do not understand why Dell would want to get rid of the one sub-brand that people already know and have loved for more than a decade. For years, some version of the XPS has sat at the top of practically every Best Windows laptop list. The XPS name is an icon and unlike a lot of Dell’s other monikers like Inspiron or Latitude, it actually meant something. (Fun trivia tidbit: XPS officially stands for extreme performance system.)
In a lot of ways, XPS was already the way Dell let people know that one of its consumer devices was a premium system, so to go and replace it with a generic word feels like a step in the wrong direction. I would even argue that in a lot of situations, the XPS name even transcended Dell’s own. Previously when people asked me to recommend an ultraportable Windows laptop, I would simply say “Get an XPS.” No further instruction was necessary. So instead of replacing XPS with Dell Premium, wouldn’t it make more sense to just stick with Dell XPS?
After talking to numerous Dell employees about the name change, the counter-argument I’ve heard the counter-argument is that as someone who covers tech and nerds out about gadgets, I’m more familiar with specific products than the average joe. Dell seems to believe that people who only read reviews every four or five years right before they buy a new laptop just aren’t familiar with the XPS name — which might be true. But my retort is that the XPS line was always meant for enthusiasts — the type of discerning folk who care about design and are willing to pay more for fancier materials, better performance and shaving a couple millimeters or ounces off a device when possible. And to that crowd, the XPS name was a clear indicator that you were getting something way better than just OK.
Another potential problem is that even with Dell’s new unified branding, it still feels like something is missing. Take for example the company’s new 14-inch consumer laptop — the Dell 14 Plus. We know the Plus indicates that it’s a mid-range system and that Dell is clearly the manufacturer that made it. So that means the name of the laptop is the “14?” Or is it “14 Plus?” Either way, that just sounds off. Even Apple, who Dell appears to have cribbed part of its naming scheme from, still has the decency to give each device a proper name. You have MacBook Airs, MacBook Pros, Mac Minis, iMacs and so on. And then there’s the issue of doing a full rebranding and ending up with a scheme that sounds a lot like what Dell’s competitors have already done, especially with the Pro and Pro Max lines drawing clear connections to Apple’s range of premium (there’s that word again) iPhones.
I’m not the only one who feels this way, either. We got a chance to learn about Dell’s rebrand during a preview shortly prior to CES. And during the Q&A, at least half of the questions were about why Dell was making this change. In fact, my colleague Devindra also has some more thoughts on this.
Dev’s thoughts:
Sam, I’m fully onboard with your frustration, but I’d argue you’re still being too kind to Dell here! The company’s argument that this name change is all about simplicity falls apart once you start looking at sub-tiers for each brand. “Dell Pro Max” seems clear enough, but when you try comparing ”Pro Max Plus” and “Pro Max Premium” systems, all logic is lost. We’ve launched ourselves out of the orbits of normal consumers and towards over-priced consultants who likely suggested this name change. Doesn’t Max already mean best?
The situation gets even more hilarious when you look at the company’s desktops: Later this year, we can expect to see the “Dell Pro Max Slim” and “Dell Pro Max Micro” towards. Max Micro! What are we even doing here?! (And yes, you can expect those machines to also have their own plus and premium sub-branding.)
It’s true, most consumers won’t cry over the loss of “Latitude” and “Inspiron,” and they would likely be better off with clearer model names. I just wish Dell had focused more on maintaining clarity without getting bogged down by engineer-brained sub designations. If you’re going to copy Apple’s naming scheme (and let’s face it, that’s what’s happening, despite CEO Michael Dell and other execs telling us otherwise), at least try to stick to Apple’s short and friendly style.
The loss of the XPS brand hurts Dell the most, though. Every PC maker has tried and failed to develop a premium brand that could go toe-to-toe with Apple. Sony’s VAIO PCs were all the rage in the ‘90s and 2000’s, before they threw in the towel. IBM ThinkPads became far less desirable once Lenovo snapped them up. HP’s Spectre machines are great, but aren’t exactly a household name. XPS, meanwhile, means something. Like you said, it was a brand that shone brighter than Dell itself.
XPS laptops started the ultra-thin bezel trend, something even Apple hasn’t fully adopted. The XPS 13 has been one of our highest-rated laptops for over a decade (save for some recent stumbles with its invisible touchpad and disappearing function row). Now instead of leaning on a brand that it built over the years with blood, sweat and cutting-edge hardware, the company is taking the most generic path possible. Dell Premium will just never hit the same as XPS.
ADVERTISEMENT:
Hai, para pencinta slots pernahkah mendengar semboyan “slot gaco”? Kalau tidak, siap-siap jatuh cinta dengan konsep ini. slot gaco adalah mesin slots yang sering kasih kemenangan. Yup, mesin-mesin ini bisa dibilang adalah andalannya tuk bawa pulang cuan. but, gimana sih caranya jumpain slot gacor yang tepat? Santai Bro, kita bahas santai aja di tempat ini
Gaming tergaco saat ini satu-satunya di Indonesia yaitu pasti memberikan ROI terbesar
Daftar hanya di :
Informasi mengenai KING SLOT, Segera Daftar Bersama king selot terbaik dan terpercaya no satu di Indonesia. Boleh mendaftar melalui sini king slot serta memberikan hasil kembali yang paling tinggi saat sekarang ini hanyalah KING SLOT atau Raja slot paling gacor, gilak dan gaco saat sekarang di Indonesia melalui program return tinggi di kingselot serta pg king slot
slot demo gacor
slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun demo slot gacor
akun demo slot gacor permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun slot demo gacor
akun slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun demo slot pragmatic
akun demo slot pragmatic permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun slot demo pragmatic
akun slot demo pragmatic permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun slot demo
akun slot demo permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
akun demo slot
akun demo slot permainan paling top dan garansi imbal balik hasil besar bersama kdwapp.com
slot demo gacor
slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun demo slot gacor
akun demo slot gacor permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun slot demo gacor
akun slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun demo slot pragmatic
akun demo slot pragmatic permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun slot demo pragmatic
akun slot demo pragmatic permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun slot demo
akun slot demo permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
akun demo slot
akun demo slot permainan paling top dan garansi imbal balik hasil besar bersama jebswagstore.com
slot demo gacor
slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun demo slot gacor
akun demo slot gacor permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun slot demo gacor
akun slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun demo slot pragmatic
akun demo slot pragmatic permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun slot demo pragmatic
akun slot demo pragmatic permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun slot demo
akun slot demo permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
akun demo slot
akun demo slot permainan paling top dan garansi imbal balik hasil besar bersama demoslotgacor.pro
slot demo gacor
slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun demo slot gacor
akun demo slot gacor permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun slot demo gacor
akun slot demo gacor permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun demo slot pragmatic
akun demo slot pragmatic permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun slot demo pragmatic
akun slot demo pragmatic permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun slot demo
akun slot demo permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
akun demo slot
akun demo slot permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
situs slot terbaru
situs slot terbaru permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
slot terbaru
slot terbaru permainan paling top dan garansi imbal balik hasil besar bersama situsslotterbaru.net
jablay88 permainan paling top dan garansi imbal balik hasil besar bersama jablay88.biz
jadijp88 permainan paling top dan garansi imbal balik hasil besar bersama jadijp88.com
jazz88 permainan paling top dan garansi imbal balik hasil besar bersama jazz88.biz
jurutogel88 permainan paling top dan garansi imbal balik hasil besar bersama jurutogel88.net
kangbet88 permainan paling top dan garansi imbal balik hasil besar bersama kangbet88.biz
kilau88 permainan paling top dan garansi imbal balik hasil besar bersama kilau88.asia
kuningtoto88 permainan paling top dan garansi imbal balik hasil besar bersama kuningtoto88.net
lomboktoto88 permainan paling top dan garansi imbal balik hasil besar bersama lomboktoto88.org
mager88 permainan paling top dan garansi imbal balik hasil besar bersama mager88.biz
mantul888 permainan paling top dan garansi imbal balik hasil besar bersama mantul888.biz
mawartoto88 permainan paling top dan garansi imbal balik hasil besar bersama mawartoto88.asia
meriah88 permainan paling top dan garansi imbal balik hasil besar bersama meriah88.biz
moba88 permainan paling top dan garansi imbal balik hasil besar bersama moba88.org
paristogel88 permainan paling top dan garansi imbal balik hasil besar bersama paristogel88.biz
parsel88 permainan paling top dan garansi imbal balik hasil besar bersama parsel88.net
paus13 permainan paling top dan garansi imbal balik hasil besar bersama paus13.com
pay7777 permainan paling top dan garansi imbal balik hasil besar bersama pay7777.net
planetliga88 permainan paling top dan garansi imbal balik hasil besar bersama planetliga88.net
ratuslot88 permainan paling top dan garansi imbal balik hasil besar bersama ratuslot88.biz
rtp100 permainan paling top dan garansi imbal balik hasil besar bersama rtp100.net
ruby88 permainan paling top dan garansi imbal balik hasil besar bersama ruby88.org
rungkad88 permainan paling top dan garansi imbal balik hasil besar bersama rungkad88.biz
senopati88 permainan paling top dan garansi imbal balik hasil besar bersama senopati88.biz
sis88 permainan paling top dan garansi imbal balik hasil besar bersama sis88.biz
sistoto permainan paling top dan garansi imbal balik hasil besar bersama sistoto.net
sontogel88 permainan paling top dan garansi imbal balik hasil besar bersama sontogel88.com
spin98 permainan paling top dan garansi imbal balik hasil besar bersama spin98.biz
totosaja88 permainan paling top dan garansi imbal balik hasil besar bersama totosaja88.com
warung22 permainan paling top dan garansi imbal balik hasil besar bersama warung22.com
warung88 permainan paling top dan garansi imbal balik hasil besar bersama warung88.asia
winrate999 permainan paling top dan garansi imbal balik hasil besar bersama winrate999.biz
wuzz888 permainan paling top dan garansi imbal balik hasil besar bersama wuzz888.com
999jitu permainan paling top dan garansi imbal balik hasil besar bersama 999jitu.org
adu88 permainan paling top dan garansi imbal balik hasil besar bersama adu88.asia
basket88 permainan paling top dan garansi imbal balik hasil besar bersama basket88.net
batu88 permainan paling top dan garansi imbal balik hasil besar bersama batu88.biz
berita88 permainan paling top dan garansi imbal balik hasil besar bersama berita88.biz
bukalapak88 permainan paling top dan garansi imbal balik hasil besar bersama bukalapak88.net
cipit888 permainan paling top dan garansi imbal balik hasil besar bersama cipit888.asia
delta888 permainan paling top dan garansi imbal balik hasil besar bersama delta888.biz
dosen88 permainan paling top dan garansi imbal balik hasil besar bersama dosen88.org
jago17 permainan paling top dan garansi imbal balik hasil besar bersama jago17.com
jalantoto88 permainan paling top dan garansi imbal balik hasil besar bersama jalantoto88.biz
janjigacor88 permainan paling top dan garansi imbal balik hasil besar bersama janjigacor88.org
jitujp88 permainan paling top dan garansi imbal balik hasil besar bersama jitujp88.com
jokiwin88 permainan paling top dan garansi imbal balik hasil besar bersama jokiwin88.net
juragan66 permainan paling top dan garansi imbal balik hasil besar bersama juragan66.biz
kenzototo88 permainan paling top dan garansi imbal balik hasil besar bersama kenzototo88.biz
kkslot77slot permainan paling top dan garansi imbal balik hasil besar bersama kkslot77slot.com
kompas88 permainan paling top dan garansi imbal balik hasil besar bersama kompas88.biz
kopi88 permainan paling top dan garansi imbal balik hasil besar bersama kopi88.biz
kudajitu88 permainan paling top dan garansi imbal balik hasil besar bersama kudajitu88.biz
kursi88 permainan paling top dan garansi imbal balik hasil besar bersama kursi88.biz
liputan88 permainan paling top dan garansi imbal balik hasil besar bersama liputan88.net
livitoto88 permainan paling top dan garansi imbal balik hasil besar bersama livitoto88.net
lotus88 permainan paling top dan garansi imbal balik hasil besar bersama lotus88.asia
m77casino88 permainan paling top dan garansi imbal balik hasil besar bersama m77casino88.com
majujp88 permainan paling top dan garansi imbal balik hasil besar bersama majujp88.org
mamikos permainan paling top dan garansi imbal balik hasil besar bersama mamikos.org
mamikos88 permainan paling top dan garansi imbal balik hasil besar bersama mamikos88.com
masterplay88 permainan paling top dan garansi imbal balik hasil besar bersama masterplay88.asia
masterplay999 permainan paling top dan garansi imbal balik hasil besar bersama masterplay999.net
medantoto88 permainan paling top dan garansi imbal balik hasil besar bersama medantoto88.biz
medusa888 permainan paling top dan garansi imbal balik hasil besar bersama medusa888.com
meja88 permainan paling top dan garansi imbal balik hasil besar bersama meja88.biz
midasplay88 permainan paling top dan garansi imbal balik hasil besar bersama midasplay88.biz
mijit888 permainan paling top dan garansi imbal balik hasil besar bersama mijit888.net
mposun88 permainan paling top dan garansi imbal balik hasil besar bersama mposun88.net
ibisbudget88 permainan paling top dan garansi imbal balik hasil besar bersama ibisbudget88.com
mercure88 permainan paling top dan garansi imbal balik hasil besar bersama mercure88.com
hotel88 permainan paling top dan garansi imbal balik hasil besar bersama hotel88.net
sheraton88 permainan paling top dan garansi imbal balik hasil besar bersama sheraton88.com
ubud88 permainan paling top dan garansi imbal balik hasil besar bersama ubud88.asia
hardrock88 permainan paling top dan garansi imbal balik hasil besar bersama hardrock88.com
kuta88 permainan paling top dan garansi imbal balik hasil besar bersama kuta88.asia
nasigoreng88 permainan paling top dan garansi imbal balik hasil besar bersama nasigoreng88.com
sate88 permainan paling top dan garansi imbal balik hasil besar bersama sate88.com
rendang88 permainan paling top dan garansi imbal balik hasil besar bersama rendang88.asia
gadogado permainan paling top dan garansi imbal balik hasil besar bersama gadogado.org
kfc88 permainan paling top dan garansi imbal balik hasil besar bersama kfc88.net
pizzahut88 permainan paling top dan garansi imbal balik hasil besar bersama pizzahut88.net
starbucks88 permainan paling top dan garansi imbal balik hasil besar bersama starbucks88.live
sederhana permainan paling top dan garansi imbal balik hasil besar bersama sederhana.org
kopikenangan permainan paling top dan garansi imbal balik hasil besar bersama kopikenangan.asia
angkawin permainan paling top dan garansi imbal balik hasil besar bersama angkawin.net
rockygerung88 permainan paling top dan garansi imbal balik hasil besar bersama rockygerung88.com
monopoli88 permainan paling top dan garansi imbal balik hasil besar bersama monopoli88.com
kimjongun permainan paling top dan garansi imbal balik hasil besar bersama kimjongun.asia
catur88 permainan paling top dan garansi imbal balik hasil besar bersama catur88.asia
tato88 permainan paling top dan garansi imbal balik hasil besar bersama tato88.org
speaker88 permainan paling top dan garansi imbal balik hasil besar bersama speaker88.net
rajah permainan paling top dan garansi imbal balik hasil besar bersama rajah.asia
kunci gitar permainan paling top dan garansi imbal balik hasil besar bersama kuncigitar.org
gitar88 permainan paling top dan garansi imbal balik hasil besar bersama gitar88.asia
gambartato permainan paling top dan garansi imbal balik hasil besar bersama gambartato.com
gambar88 permainan paling top dan garansi imbal balik hasil besar bersama gambar88.org
maxwin888slot permainan paling top dan garansi imbal balik hasil besar bersama maxwin888slot.com
rumah permainan paling top dan garansi imbal balik hasil besar bersama rumah.asia
nada888 permainan paling top dan garansi imbal balik hasil besar bersama nada888.info
musik88 permainan paling top dan garansi imbal balik hasil besar bersama musik88.asia
sewarumah permainan paling top dan garansi imbal balik hasil besar bersama sewarumah.biz