Dell Applied sciences Inc. is re-branding its PCs in a way paying homage to Apple Inc.’s naming conventions in an effort by the pc maker to spur demand.
Jack Huynh, senior vp and common supervisor of Computing and Graphics Group for AMD, and Sam Burd, president of the Consumer Options Group at Dell Applied sciences, announce a partnership between AMD and Dell throughout an AMD information convention at CES 2025, an annual shopper electronics commerce present, in Las Vegas, Nevada, U.S. January 6, 2025.(Steve Marcus/Reuters)
Many years-old product names for PCs equivalent to “XPS” and “Inspiron” can be killed in favor of simplified branding across the phrase Dell in its new technology of gadgets, the corporate introduced Monday forward of CES, the annual shopper electronics present taking place this week.
Additionally Learn: CES 2025: Honda presents 0 Collection EV saloon and SUV prototypes | Full particulars right here
“Customers really prefer names that are easy to remember and easy to pronounce,” Chief Working Officer Jeff Clarke stated throughout a briefing with reporters forward of the present. Consumers shouldn’t must spend time “figuring out our nomenclature, which at times has been a bit confusing,” he stated.
PC gross sales have been anemic for years following a shopping for frenzy towards the start of the pandemic. Dell and friends HP Inc. and Lenovo Group Ltd. have been attempting new methods to encourage upgrades. AI-optimized methods and a coming end-of-support for Microsoft Corp.’s Home windows 10 have been touted as catalysts for brand spanking new purchases.
Now, many of the firm’s new PCs can be divided into three tiers: Dell, Dell Professional and Dell Professional Max.
Additionally Learn: Mahindra declares costs for brand spanking new BE 6 and XEV 9e: See full particulars
Attendees on the press briefing had been fast to query the similarities with how Apple names its gadgets. Current iPhone generations additionally carry the names “pro” and “pro max” to distinguish higher-tiered gadgets.
“I am wondering why you guys didn’t choose something original, because you essentially have Apple’s branding here,” one viewers member quipped. One other stated “your branding sounds a lot like Apple — aren’t you just following them?”
Dell executives defended the selection, saying no one owns phrases like “pro” or “max.” The selections had been supported by analysis with “tens of thousands of customers,” Clarke stated. One similarity to Apple’s strategy is the way in which that Dell is “anchoring” its merchandise to 1 easy model identify, stated Kevin Terwilliger, a vp of Dell’s PC enterprise.
Additionally Learn: CES 2025: Lenovo unveils Thinkbook with a rollable show | Value and particulars
Alienware, the model of gaming-focused PCs Dell acquired in 2006, is exempt from the renaming. Most of the new Dell-branded gadgets will embody neural processing items — chips optimized for synthetic intelligence duties, Terwilliger stated in an interview.
“There’s an install base of 1.5 billion PCs — and it’s aging — and those PCs will need to be replaced with the AI innovation,” Chief Government Officer Michael Dell stated on the press briefing. The brand new naming will “make it easier for our customers to do business with us.”