Dell’s ‘Unified Branding’ Is Utterly Complicated

Dell is deciding to shake issues up for the brand new yr. It’s dropping practically all of its laptops’ branding, which incorporates the favored XPS and Latitude, in favor of one thing it claims is less complicated. So, what’s Dell calling this new era of AI laptops? Nicely, it’s simply Dell.

Dell laptops are being cut up into three classes: Dell, Dell Professional, and Dell Professional Max. Dell laptops are meant for work and play. Dell Professional is designed for “professional-grade productiveness,” whereas the Dell Professional Max is about high-end efficiency.

At its annual press convention, Dell defined that its “Unified branding throughout Dell’s PC portfolio makes it simpler to seek out the fitting PCs.” Is that true? Let’s take a number of the rebranding a bit nearer.

The Dell XPS, Inspiron, and Inspiron Plus will all fall beneath the Dell product line. Nonetheless, the XPS will now be often called a Dell Premium, whereas the Inspiron Plus will now be referred to as the Dell Plus. The Latitude is only a Dell.

Right here’s the place issues get complicated. The Latitude is a part of the Dell Professional line, which incorporates base, Plus, and Premium configurations.

We aren’t finished. The Dell Professional Max replaces the Precision line of laptops, which are available base, Plus, and Premium configurations.

So, when you had been in search of a brand new work laptop computer, you’d in all probability need a Dell Premium. Or a Dell Professional Premium. Or Dell Professional Max base mannequin. Visually, these are totally different laptops, however I wouldn’t know that based mostly on the names.

I agree with Dell that the common shopper is probably going overwhelmed by the variety of totally different fashions and configurations accessible when purchasing for a laptop computer. I’d argue that the brand new branding is much more complicated, because it appears to be the identical 4 phrases jumbled in. As somebody who’s spent most of their profession reviewing and testing XPS laptops, I’ll absolutely miss it. Nonetheless, I’ll give the brand new XPS an opportunity in 2025. I’m sorry. I imply, I’ll give the Dell Premium an opportunity.

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