Dell explains why it chose iPhone-like naming scheme for its new laptops
Dell has dissolved XPS, Inspiron, Latitude, and Precision laptop lineups. They are all now categorized using an iPhone-like naming scheme. For example, the XPS line is simply called Dell, while the Latitude is called Dell Pro, and the Precision is rebranded to Dell Pro Max.
This new naming scheme closely resembles how Apple names its iPhone models, and during the CES 2025 press launch, the laptop maker was criticized for "copying" the Cupertino giant. Dell has now responded to these criticisms and says that the new naming scheme is mainly for simplifying things.
Jeff Clarke, the Chief Operating Officer at Dell, explains that consumers tend to prefer names that "are easy to remember and easy to pronounce." While this new name could definitely make it a bit easier to comprehend the company's current lineup, there are sub-tiers: Base, Plus, and Premium. These sub-tiers somewhat defeat the purpose of having a simplified naming scheme, as sub-divisions can make it a bit challenging for buyers to settle on a laptop.
During the launch event, the audience pointed out the unoriginality of the naming scheme and how it's simply a "copy" of Apple branding for iPhone. Dell executives defended these criticisms by saying that the rebranding decision was made by considering research with "tens of thousands of customers."
Moreover, the executives asserted that no company owns the exclusive right to use words like "Pro" or "Max" for their products. So, it's not like Dell has an apparent legal battle to fight for this. However, with brands introducing naming schemes like Apple, it remains to be seen whether we will see products with "Air" and "mini" monikers for Windows laptops in the future.
Source(s)
Bloomberg (paywalled)
