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.

"The PC is the most important personal productivity device of our lifetime, and it is being transformed by AI,” said Michael Dell, chairman and CEO of Dell Technologies. “Dell has driven PC innovation for the last 40 years,

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."

Dell on Monday announced an overhaul of its PC branding strategy with a simplified naming scheme that bears a striking resemblance to

Dell was mocked at its own press launch for copying Apple’s iPhone naming convention for its PCs. Both laptop and desktop PCs are now divided into three tiers, whose names are taken straight from the iPhone line-up: Dell, Dell Pro, and Dell Pro Max.

Dell Technologies Inc. is re-branding its PCs in a manner reminiscent of Apple Inc.’s naming conventions in an effort by the computer maker to spur demand.Most Read from BloombergNYC’s Subway Violence Deters Drive to Bring Workers Back to OfficeIs This Weird Dome the Future of Watching Sports?

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.

The gorgeous Dell UltraSharp is down to $435 at Amazon—and it's perfect for your Mac.

Dell is reorganizing its entire product lineup, retiring iconic brands like XPS, Inspiron, Latitude, and more. All in the name of simplicity. But for a product lineup this large, simplicity can actually be confusing.

In a bid to reinvigorate PC sales, Dell should've put a lot of thought into how it rebrands its PCs. Instead, it ripped off the iPhone's Pro and Pro Max naming conventions.

So that means Dell’s top-of-the-line laptop will be referred to as the Dell Pro Max (Premium), which is a step above the Dell Pro Max (Plus), which is a step above the Dell Pro Max (Base), which is a step above the Dell Pro (Premium), which is…better than XPS, Inspiron, and Latitude?

Dell has taken pot shots at Apple in its ads before, and the brand is often seen as one of the Cupertino company's biggest rivals on the PC side of things. So it comes as a something of a surprise that Dell's rebranded laptop line up sounds quite so, well, Apple-esque.