After using the XPS name for many years, Dell decided to stop using this name at CES 2025 and adjusted it to Dell, Dell Pro and Dell Pro Max, claiming to make it easier for the market to differentiate its product positioning.
According to the company's website, the Dell series will target the consumer market, while the Dell Pro series will be aimed at the commercial market. The Dell Pro Max will be positioned as a more advanced workstation. With the new product naming scheme, Dell will no longer use XPS, Latitude, Inspiron, or Optiplex names, hoping to strengthen Dell's brand recognition.
In addition to the new naming method that is easily reminiscent of Apple's iPhone product names, Dell has also added "Base", "Plus" and "Premium" level classifications to each product line, so the actual product names may become more tongue-twisting, such as Dell Pro Max Plus and Dell Pro Premium.
The originally launched XPS series will now be positioned as Dell Premium, which means the highest-end model in the consumer market. If it is further distinguished by different size specifications, the name will become Dell Premium 14. The updated models during CES 2025 include Dell 14, Dell 14 Premium, Dell 16 Plus, Dell Pro 13, as well as Dell Pro Max 14 and Dell Pro Max 16.
The updated models feature Intel Core Ultra Series 2 processors and AMD Ryzen processors, with Qualcomm Snapdragon X-series processors also available. They emphasize long battery life, enhanced durability, and improved thermal performance, while commercial models are designed for ease of management, repair, and recycling.
As for the original Alienware series of gaming consoles, since they already have a certain brand recognition, the name has not been adjusted according to the works.
