2025-01-06

Dell killing the XPS name is an unforced error

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.<br /> 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 [...]