Dell rebrands PCs to boost demand with simplified naming strategy

Dell Technologies is rebranding its PCs to simplify product names, moving away from traditional names like "XPS" and "Inspiron." The new lineup will feature three tiers: Dell, Dell Pro, and Dell Pro Max, aiming to enhance customer recognition. This change comes as PC sales have struggled since the pandemic. Dell, along with competitors like HP and Lenovo, is exploring new strategies to boost demand, including AI-optimized systems and the end of support for Windows 10. Dell executives acknowledged similarities to Apple's naming conventions but emphasized that their choices were based on customer research. The gaming brand Alienware will retain its name, while many new devices will include AI-optimized chips.