Branding is important. Corporations spend millions of dollars every year to make sure that words like “Tacoma” and “Sleep Number” press the right buttons in your brain. And Dell has spent decades putting that same work in for terms like “XPS,

Named brands like XPS and Inspiron will now fall under size categories. Plus, Dell expanded its partnership with AMD.

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.

So long XPS, au revoir Inspiron, later, Latitude. Dell is officially giving its existing PC brands the boot at CES 2025 and moving to terms that normal people will actually understand: Dell, Dell Pro and Dell Pro Max.

The Dell, Dell Plus and Dell Premium series comprise the company's consumer models that were previously labeled as either Inspiron or XPS. The Dell Pro series replaces the Latitud

It's CES 2025, which means that we're getting almost inundated by tech news after the brief lull brought by the holiday period, but few announcements have felt as seismic as the one that Dell just made.

The Dell XPS, Latitude, and Precision will now be know as the Dell, Dell Pro, and Dell Pro Max.