Dell draws inspiration from Apple in PC rebrand

Dell Technologies has announced that it will be rebranding its Personal Computer (PC) line top the Dell, Dell Pro and Dell Pro Max nomenclature in a bid to improve demzand for their products.89x

According to the PC maker, its products previously known as “XPS” and “Inspiron” will now be phased out to simplify branding for its new generation of devices.

“Customers really prefe. r names that are easy to remember and easy to pronounce,” Jeff Clarke, Chief Operating Officer, said during a
briefing.

“Buyers shouldn’t have to spend time figuring out our nomenclature, which at times has been a bit confusing,” he added.
Over the past few years, PC sales have slowed. PC makers are trying new strategies to encourage patronage from AI-optimised systems to system upgrades.

When asked about the obvious similarities in nomenclature with the Apple
brand, Clarke argued that no one owns the words “pro” and “pro max”. “The decisions were supported by research with “tens of thousands of customers,” Clarke said.

Kevin Terwilliger, Vice president of Dell’s PC business, noted however, that one similarity to Apple’s approach is the way that Dell is
“anchoring” its products to one simple brand name.

Alienware, the brand of gaming-focused PCs Dell acquired in 2006, is exempt from the renaming. Many of the new Dell-branded devices will include neural processing units, chips optimised for artificial
intelligence tasks, Terwilliger added.

Michael Dell, CEO of Dell, noted that, “the new naming will “make it easier for our customers to do business with us.”