Here’s how to understand Dell’s confusing new Pro and Pro Max rebranding

During CES 2025, Dell announced plans to eliminate all existing computer brands, including the legendary XPS line of powerful laptops. Also gone are Inspiron, Latitude, Precision and other brands. The entire range is now divided into three categories: Dell, Dell Pro and Dell Pro Max. The strategy, clearly inspired by Apple, was developed in the hope of simplifying the product catalog, but in the short term some confusion is warranted.

In theory, it’s simple and focuses on Dell as a company rather than sub-brands. But there are two problems. The brand names “Pro” and “Pro Max” have already been eradicated, and not just by Apple. Second, there will be three tiers for each Dell brand, so you now have to look at nine different combinations just to find a new computer. It’s a mess, but hopefully we can help you understand it when you walk into the big store and get confused with all the new Dell talk.

Dell’s new nine-stage product strategy

Photo credit: Dell

Let’s start with some general definitions:

• standard Dell Machines are mainstream computers aimed at general consumers. They are sold in big box stores and are designed for school, work, and casual gaming.

• The Dell Pro Linewhich is primarily intended for companies and designed for productive work.

• The Dell Pro Max The product line is designed for maximum performance and includes high-end computer and workstation builds.

Luckily, Dell’s strategy doesn’t extend to Alienware, so all gaming laptops and monitors from that brand are safe, at least for now.

But the rebranding doesn’t end there: within each of these three families there are three different product levels: base, PlusAnd premium.

Photo credit: Dell

As you’d expect, the base Dell, Dell Pro and Dell Pro Max models are all entry-level devices, albeit with increasingly powerful specs befitting their Standard, Pro or Pro Max classification. So far, so good.

Things get a little more confusing with the Plus and Premium levels: the Plus level serves as a mid-range option, while the Premium label is reserved for the most powerful machines.

Dell says the rebranding will be a slow process and will only be phased out as new models come to market and older models are discontinued, which could take until the end of 2025. How will you be able to recognize the new laptops? ? The old machines had a Dell logo with a circle around it, while the new laptops just said “Dell” without a circle.

Here’s how to find the Inspiron and XPS laptops after the rebrand

I wonder which new machines can keep up with the old ones in terms of price Inspiron and Inspiron Plus Laptop cables? They are called now Dell (Basic) and Dell Plusrespectively. Yes, that means a laptop called Dell 15 – that’s all. It’s strange. However, these are the models that most consumers will look for when looking for a cheaper, but still powerful laptop.

If you’re looking for the former XPS modelsyou should look at this now Premium tiers in Dell Pro and Dell Pro Max. For example, the new Dell Pro 13 Premium is a Copilot+ PC designed for business users and will feature the industry’s first tandem OLED option later this year.

Business users should take a look Dell Pro Plus seriesavailable in 13, 14 and 16 inch models. These come with a system BIOS that makes management easier for IT professionals, and they offer USB, HDMI and Thunderbolt connection options. They can even be equipped with optional 5G modems (only in the Plus and Premium configurations). You can find cheaper business laptops in the regular Dell Pro range.

The Dell Pro Max series is reserved for high-performance workflows, people working with CAD models, AI, engineering apps and more. The Dell Pro Max devices will be available with Intel Core Ultra Series 2 and support NVIDIA RTX 2000 Ada generation laptop GPUs.

If you’re really curious about what the new models look like, Linus Tech Tips has a sponsored video that walks you through the changes and some key new models.

This rebranding brings a few nice changes. First, the USB-C ports on all devices are modular and can be replaced with a few screws. This is a huge win for the sustainability and longevity of laptop use, especially in business. Second, the top-of-the-line Dell Pro Max computers have full-size SD card slots and two Thunderbolt 5 ports.

RIP to XPS, a real one

Yes, this rebrand is confusing, and the loss of the XPS brand is actually quite sad for this tech enthusiast. XPS did something Sony VAIO couldn’t do that: Create a premium PC brand and keep it alive. XPS was the first pioneer frameless laptop displayslong before Apple even came into the picture.

Unfortunately, all good things come to an end, and if you believe Dell, this is all for the best.

Regarding the TL,DR, here are the details again:

Choose Dell and Dell Plus PCs if you’re looking for everyday, average laptops.

All business laptops are represented in the Dell Pro and Dell Pro Plus product lines (the former Latitude series).

XPS laptops are spread across the Premium tier, so you’ll find them in Dell Pro Premium and Dell Pro Max Premium. (In general, Dell Pro Max is the new brand for high-end devices that offer fast processors and cutting-edge technology.)

(Dell)