Dell kills XPS and Optiplex brands, adopts Apple-inspired three-tiered naming scheme for its PCs
Consumers will be getting a Dell, businesses Dell Pro, and workstations will be Dell Pro Max going forward. But Alienware is exempt.

At a New York event headlined by founder Michael Dell, Dell announced a dramatic rethink of its laptop sub-brands. It is ditching well-known and long-running options like XPS, Inspiron, and Optiplex for a three-tiered system that it’s hard to not directly compare to Apple. Going forward, Dell’s new consumer PCs will be known simply as Dell, while business-focused models will get the Dell Pro moniker, and high-performance workstation-class systems will be labeled Dell Pro Max. Its gaming-focused Alienware brand is exempt from this renaming scheme.
The company looks at this as a simplification (rival HP did something similar under the Omni brand last year), with internal research indicating buyers only really care about the Dell name. But there will, of course, have to be numbers to indicate screen size, and there are three tiers (Base, Plus, Premium) to indicate the level of features. For convertibles, there will be a 2-in-1 label to denote a 360-degree hinge. And the company is expanding its AMD and Qualcomm offerings, while continuing to offer Intel Lunar Lake. So, it’s unclear how exactly this will simplify the company’s naming scheme.
Examples in the press materials provided include a consumer-focused 16-inch convertible featuring a Lunar Lake chip with the Dell 16 Plus 2-in-1 name and a DB06250 model name. A 14-inch workstation with an Intel Core Ultra 9 processor and Nvidia Pro RTX 2000-series graphics was labeled as Dell Pro Max 14. The latter had no provided model name, but you can be sure that, with many models offering multiple Qualcomm, AMD, and Intel CPUs, full model and configuration names will still be complex.
Gamers have dodged the revamp, so Alienware’s Aurora brand and others will endure.
To be fair to Dell, I am sure the XPS brand is more iconic to the tech journalism world (and Latitude and Precision are far more recognizable to the IT crowd) than to the average consumer. But I would not be surprised to see the company re-launch some of its classic brands to much fanfare within three or four years. You heard the rumor here first: Dell announces a sub-two-pound XPS 14 at CES 2029!
Dell 14 Plus
The Dell 14 plus is one of the first laptops launching under the company’s new naming scheme, which we got some brief hands-on time with at Dell’s event.
It will be offered with Intel’s Lunar Lake CPUs, from a Core Ultra 5 226V, up to an Ultra 9 288V, 16 or 32GB of RAM, with either a 1920x1200 display or a 2560x1600 display. The latter is listed as IPS. As this is the mid-range consumer tier, don’t expect the best in ultra-portability. The laptop is 0.67 inches thick and has a listed starting weight of 3.42 pounds.
Dell 15 Plus 2-in-1
A larger Dell 16 Plus 2-in-1 was also shown off with an eye-catching 600-nit Mini-LED touchscreen with a 90 Hz refresh rate. It offers the same CPU and RAM options as the Dell 14 Plus, but is available in the silvery “ice blue” of the 14 Plus and a darker “midnight blue.”
The screen on the 16 Plus looked great in our brief time with it, but otherwise nothing particular stands out about the design of these devices. Then again, that’s true of most mid-range consumer laptops made by Dell or anyone else.
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After a rough start with the Mattel Aquarius as a child, Matt built his first PC in the late 1990s and ventured into mild PC modding in the early 2000s. He’s spent the last 15 years covering emerging technology for Smithsonian, Popular Science, and Consumer Reports, while testing components and PCs for Computer Shopper, PCMag and Digital Trends.
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hotaru251 "pro max" was already lame as frick on phones and its even more cringe on laptops...Reply -
A Stoner XPS was the laptop that burned me out of the desire to ever replace my desktop. >$4,000 down the drain.Reply
I got the second generation one, and it was worthless within 6 months. -
Jame5
But what about pro max plus and pro max premium? Does that help at all?hotaru251 said:"pro max" was already lame as frick on phones and its even more cringe on laptops... -
jlake3 Oh god. Why not keep the names that carry weight in the tech world, and rename the trim levels to Base/Pro/Pro Max?Reply
The Inspiron line had a bit of a mixed reputation but the XPS name means something even outside of tech circles, and "Inspiron/Inspiron Pro" and "XPS Pro"/"XPS Pro Max" are kinda goofy but workable?
"Latitude/Latitude Pro" and "Optiplex/Optiplex Pro/Precision Pro/Precision Pro Max" feels also a bit hokey, but easy enough to figure out as a product stack?
This Base/Pro/Pro Max + Base/Plus/Premium matrix gonna create a mess. Is a Dell Premium better than a Dell Pro? (Probably? That would be a loaded XPS against a low-end Latitude) How about a Dell Pro Premium versus a Dell Pro Max? (Unclear? That would be a loaded Optiplex or Latitude against a bottom-spec Precision under the old system... I think.) They all sound kinda similar, there's definitely gonna be some strange overlaps, no one intuitively knows how they all fit together... and I think Dell might overestimate how much people are attached to the Dell name versus XPS/Precision/Latitude. -
SocDriver Way to kill years of association with your brand line up Dell. Now every company ordering from you is going to need a conversion chart to understand what replaces XPS vs Optiplex.Reply -
artk2219 I agree, this is going to turn into a giant pain, in the past the names meant something, inspiron was consumer, latitude was business, precision was workstations, xps was the experimental stuff. The models that came after told you the generation, screen size, and an idea of what CPU was in it. Now it seems like the name wont tell you anything and you'll have to look at the service tag for everything, what a pain for no reason.Reply -
drtweak Is this only for laptops? If so it would be Inspiron, Latitude, XPS not Optiplex.Reply
I can maybe see this being under the Home/Gaming line, but common leave the business line alone. I mean the Vostro can just go. I'm ok with that, but we sell Optiplexs and Percisions like crazy. So say Dell Pro or Pro Max is like okk. And then what kind of numbering will be there to determine generation etc? I love how anyone can read me the model and I'll know roughly how old it is. -
derekullo Instead of Optiplex, Latitude, Inspiron and XPS for Dell models. Make up 4 other models that correspond to those and would convey to customers what they were buying!Reply
ChatGPT said:Certainly! Here are 4 made-up Dell laptop model names that convey a sense of the product's capabilities or target audience:
Dell Horizon (Replaces Latitude)
Target Audience: Business professionals and those needing productivity-focused laptops. The name "Horizon" evokes a sense of exploration, forward-thinking, and expansive opportunities, suitable for work on-the-go.
Dell Apex (Replaces Inspiron)
Target Audience: General consumers, students, and home users looking for an affordable yet capable laptop. "Apex" suggests a peak or top-tier experience, appealing to users looking for versatile performance at a reasonable price.
Dell Velocity (Replaces XPS)
Target Audience: Premium users, gamers, and content creators who need high performance, cutting-edge design, and technology. "Velocity" implies speed, precision, and high performance, making it ideal for high-demand tasks like gaming or video editing.
Dell ProLine (Replacing Optiplex)
Target Audience: Business professionals, offices, and work environments.
Description: "ProLine" suggests professionalism and reliability for corporate or enterprise use, focusing on robust, efficient, and scalable computing solutions.
Besides getting sued by VMware, still a better idea than Dell's! -
why_wolf Nice and all but ultimately the problem with the old names is they meant nothing. Dell would sell garbage under the top tier name and sell something good under the garbage name. All the time. You could not rely on the name or model number to indicate what quality level their laptops were.Reply
What matters is maintaining consistency over time. ie Dell is cheap plastic case i5 or lower. Pro is better plastic case i5 or higher. Max is metal case i7 or higher.
I have zero faith in them sticking the landing. Since it seems like a huge portion of their business is tricking people into buying a lower tier product after bamboozling them with their naming schemes.