Bye, XPS, as well as Latitude, Inspiron and Precision.
Dell laptop naming conventions were discarded in favor of a simplified line consisting of just three categories, known as “Dell”, “Dell Pro” and “Dell Pro Max”.
Dell-branded laptops are designed for “game, school, and work”—in other words, everything—while the Pro line is designed for “pro-grade performance” and the Pro Max for “maximum productivity.”
Why abandon familiar, albeit confusing, branding? In its statement, Dell cited research conducted by Accenture The results revealed that three-quarters of consumers stopped purchasing technology because they felt overwhelmed.
There are variations within each category, including different form factors and specifications, so buyers may be faced with a choice between a Dell Premium model or a Dell Pro Base model, for example.
“We’ve also made it easier to differentiate products within each new product category,” Kevin Terwilliger, vice president and general manager of Latitude and Docking’s Client Products Group, said in a blog post. “We have a consistent tiered distribution approach that allows customers to pinpoint the device that meets their specific needs. Beyond the starting point (basic), there is a Plus tier, which offers the most scalable performance, and a Premium tier, which provides the most portability. and design.”
The Dell and Dell Pro names will also apply to displays, accessories and even manufacturer services. The company noted that Alienware will continue to be a brand for gamers.
Computers with artificial intelligence for everyone
According to Dell, although the branding is simplified, it’s not just a PC: the new line is everything AI PC is itself a confusing marketing term, not helped by the fact that all Dell PCs are now AI computers.
“The PC is the most important personal productivity device in our lives, and it is being transformed by artificial intelligence,” said Michael Dell, Chairman and CEO of Dell Technologies. “Dell has been driving PC innovation for the past 40 years, and we are well positioned for this moment. Our new optimized AI PC portfolio is designed to power the future of computing.”
To start, Dell introduced the Dell Pro Premium, available with both 13-inch and 14-inch displays, with half the battery life of its predecessor. The larger model will be the first commercial laptop to feature a tandem OLED display, which Dell says is more energy efficient and lighter than traditional display technologies.
Along with the Pro Premium model, Dell introduced the Dell Pro Plus, a “scalable model.” business laptop [that] meets the needs of every type of worker.” The company added: “It is offered in a variety of configurations, form factors (laptop and 2-in-1) and display sizes (13, 14 and 16 inches) – all on the same system BIOS to simplify ordering and management for IT. -departments.”
In addition to these laptops, Dell also offers Dell Pro and Dell Pro Max laptops and desktops, with Pro Max Plus and Premium models coming later this year.
That’s not all, Terwillger said. “Dell’s portfolio will be expanded later this year to include more AMD and Snapdragon X-series processor options,” he added. “We will also introduce new devices at the Basic level, which offers everyday devices that provide ease of use and practical design, and the Premium level, which continues XPS a legacy loved by consumers and prosumers alike.”