https://www.theverge.com/2025/1/6/24325799/dell-pro-max-premium-plus-ces-laptop-pc-rebrand-announcement Skip to main content The Verge logo.The Verge homepage * The Verge homepageThe Verge logo./ * Tech/ * Reviews/ * Science/ * Entertainment/ * AI/ * MoreMenu The Verge logo. Menu * News/ * Tech/ * CES Dell kills the XPS brand Dell kills the XPS brand / The PC manufacturer's new laptops, desktops, and monitors will have a simplified naming scheme with labels like 'Pro' and 'Max.' By Antonio G. Di Benedetto, a reviewer covering laptops and the occasional gadget. He spent over 15 years in the photography industry before joining The Verge as a deals writer in 2021. Jan 6, 2025, 7:45 PM UTC Share this story * * * A white Dell laptop sitting on a white countertop. A new Dell Premium laptop that, as of recently, would have been launched as XPS. Photo by Antonio G. Di Benedetto / The Verge The tech industry's relentless march toward labeling everything "plus," "pro," and "max" soldiers on, with Dell now taking the naming scheme to baffling new levels of confusion. The PC maker announced at CES 2025 that it's cutting names like XPS, Inspiron, Latitude, Precision, and OptiPlex from its new laptops, desktops, and monitors and replacing them with three main product lines: Dell (yes, just Dell), Dell Pro, and Dell Pro Max. If you think that sounds a bit Apple-y and bland, you're right. But Dell is taking it further by also adding a bit of auto industry parlance with three sub-tiers: Base, Plus, and Premium. The new Dell product naming structure for 2025.The new Dell product naming structure for 2025. The new Dell product naming structure for 2025.The new Dell product naming structure for 2025. The new Dell product naming structure for 2025. Image: Dell That yields new products like the freshly announced Dell Plus 32-inch 4K QD-OLED monitor and Dell Pro Premium laptops. In the future, it means we can also expect product names like Dell Pro Max Plus. Since a laptop like the Dell Pro Premium comes in two sizes, 13-inch and 14-inch, their proper full names are Dell Pro 13 Premium and Dell Pro 14 Premium. They're spiritual successors to outgoing Dell Latitude laptops. Dell's XPS line, which has been a prominent name in premium laptops for years, is being replaced by new Dell Premium models. So they're part of the base-tier Dell line, at the Premium sub-tier. While this is a substantial brand restructuring for one of the world's biggest PC manufacturers, Dell isn't tossing the old names out all at once. Existing products already launched under XPS, Precision, and other retiring brands will continue on as they are. But once they're discontinued, they'll only be replaced by whatever Mad Libs concoction of Plus, Premium, Pro, and Pro Max Dell has lined up for them. One of the current versions of the Dell XPS 13. Successor models will be called Dell 13 Premium.One of the current versions of the Dell XPS 13. Successor models will be called Dell 13 Premium. One of the current versions of the Dell XPS 13. Successor models will be called Dell 13 Premium.One of the current versions of the Dell XPS 13. Successor models will be called Dell 13 Premium. One of the current versions of the Dell XPS 13. Successor models will be called Dell 13 Premium. Photo by Joanna Nelius / The Verge Until Dell's lines are fully turned over, there may be even more confusion when, for example, customers are cross-shopping current XPS laptops with Dell and Dell Premium ones -- or when businesses have to consider a fleet of leftover Dell Precision notebooks or newer Dell Pro Max / Dell Pro Max Plus / Dell Pro Max Premium models. Related * 'Pro' has lost all meaning, and Apple knows it When I asked Dell for confirmation that the new branding means names of popular lines like XPS will be phased out, Frank Cestone, public relations for consumer and gaming at Dell, said, "It will be a journey, but we're taking the necessary steps to make this as easy as possible for customers on day-one and we know it'll only get easier once the transition is fully complete." Simple names are nice, but the words plus, premium, pro, and max are so commonplace today it's like they're being stripped of all meaning. And Dell -- a company named after an actual person -- is stripping itself of some of its identity. Most Popular Most Popular 1. CES 2025: all the news, gadgets, and surprises ----------------------------------------------------------------- 2. Samsung announces The Frame Pro: could this be the perfect TV? ----------------------------------------------------------------- 3. Microsoft is using Bing to trick people into thinking they're on Google ----------------------------------------------------------------- 4. Stolen e-bike batteries could be made worthless if Bosch was less greedy ----------------------------------------------------------------- 5. These smart glasses have a tiny little screen hidden in the frame ----------------------------------------------------------------- Verge Deals / Sign up for Verge Deals to get deals on products we've tested sent to your inbox weekly. Email (required)[ ]Sign up By submitting your email, you agree to our Terms and Privacy Notice. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. From our sponsor Advertiser Content FromSponsor logo Sponsor thumbnail More from this stream CES 2025: all the news, gadgets, and surprises * Dell's new monitor tracks your head to beam audio to your ears Jan 6, 2025, 7:45 PM UTC * HP put wood on its new desktop PC. Jan 6, 2025, 7:45 PM UTC * AMD announces next-gen Radeon RX 9070-series GPUs with AI-powered FSR 4 upscaling Jan 6, 2025, 7:45 PM UTC * Dell's new Pro Premium laptop is quieter and offers a tandem OLED display Jan 6, 2025, 7:45 PM UTC See all 126 stories The Verge logo. * Cookie Settings * Terms of Use * Privacy Notice * Cookie Policy * Licensing FAQ * Accessibility * Platform Status * How We Rate and Review Products * Contact * Tip Us * Community Guidelines * About * Ethics Statement The Verge is a vox media network * Advertise with us * Jobs @ Vox Media (c) 2025 Vox Media, LLC. All Rights Reserved