Start your photocopiers: Dell rebrand shamelessly rips off Pro iPhone marketing
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Dell Pro 14 Premium beside an iPhone 16 Pro Max - Image Credit: Dell, Apple. Last updated 11 hours ago. In a bid to reinvigorate PC sales, Dell should've put a lot of thought into how it rebrands its PCs. Instead, it ripped off the iPhone's Pro and Pro Max naming conventions.
While a company can use brand names for its products successfully for long periods of time, they sometimes feel the itch to try something new. Rebranding efforts from major organizations can take a lot of resources and focus group meetings to create something new, but it seems Dell decided against that route altogether.
Announced on Monday for the annual CES tradeshow, Dell proudly declared that it's grown tired of its existing product names. Titles such as "XPS" and "Inspiron" have been used for years, denoting the performance and target markets for the models, but they won't anymore.
Replacing the tier names will be some oddly familiar terms: Dell, Dell Pro, and Dell Pro Max. This is identical to how Apple brands the tiers of its iPhones, as well as the MacBook Pro range, and even its Apple Silicon chips. It also seems Dell decided to leave room for expansion, by not using Ultra too.
The announcement, occurring three months before April Fool's Day, was made at a pre-CES briefing by Dell COO Jeff Clarke, as well as a blog post. "Customers really prefer names that are easy to remember and easy to pronounce," Clarke told reporters, reports Bloomberg. He insisted that consumers should need to take time "figuring out our nomenclature, which at times has been a bit confusing.".
