"The PC is the most important personal productivity device of our lifetime, and it is being transformed by AI,” said Michael Dell, chairman and CEO of Dell Technologies. “Dell has driven PC innovation for the last 40 years,

Dell COO Jeff Clarke said at a media briefing that the naming decision was based on research the company did with "tens of thousands of customers."

Dell announced at a press briefing that it is streamlining its PC product line into three categories—with names identical to what Apple uses for iPhones.

Rather than going by nonsense names like "XPS" and "Inspiron," every Dell machine will now be separated into three categories: Dell, Dell Pro, and Dell Pro Max. This is, of course, very similar to Apple's approach to naming its devices. Per Bloomberg (via 9to5mac ), people in the audience at Dell's CES press conference noted it verbally.

Dell Pro 14 Premium beside an iPhone 16 Pro Max - Image Credit: Dell, Apple 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 ...

Dell was mocked at its own press launch for copying Apple’s iPhone naming convention for its PCs. Both laptop and desktop PCs are now divided into three tiers, whose names are taken straight from the iPhone line-up: Dell, Dell Pro, and Dell Pro Max.

Dell Technologies Inc. is re-branding its PCs in a manner reminiscent of Apple Inc.’s naming conventions in an effort by the computer maker to spur demand.Most Read from BloombergNYC’s Subway Violence Deters Drive to Bring Workers Back to OfficeIs This Weird Dome the Future of Watching Sports?

Dell is completely rebranding its suite of laptops, offering three iterations: Dell, Dell Pro, and Dell Pro Max. I'll break them down for you.

The gorgeous Dell UltraSharp is down to $435 at Amazon—and it's perfect for your Mac.

Dell on Monday announced an overhaul of its PC branding strategy with a simplified naming scheme that bears a striking resemblance to

On the consumer side, the Dell 14 and 16 Plus (along with their 2-in-1 versions) look like typical mainstream Dell laptops. The Dell Premium systems, formerly XPS, look completely unchanged from last year. (I've heard that we likely won't see any big changes for that lineup until next year.)

So that means Dell’s top-of-the-line laptop will be referred to as the Dell Pro Max (Premium), which is a step above the Dell Pro Max (Plus), which is a step above the Dell Pro Max (Base), which is a step above the Dell Pro (Premium), which is…better than XPS, Inspiron, and Latitude?