Dell Defends Itself After Being Questioned About Imitating Apple

Dell is dropping nan XPS, Latitude, and Inspiron names, which personification been astir for decades, and alternatively branding astir of its caller PCs into 3 wide categories: Dell, Dell Pro, and Dell Pro Max.

Dell announced nan alteration connected Monday astatine a spot briefing earlier CES, nan personification electronics show taking spot this week. According to Bloomberg, briefing attendees instantly called retired that Dell's naming strategy was identical to Apple's. Apple has utilized nan words Pro and Pro Max to abstracted higher-priced and overmuch dense featured iPhones from nan remainder since nan iPhone 11 lineup.

One attendee reportedly asked why Dell "didn't return point original, because you fundamentally personification Apple's branding here."

Another said Dell's naming choices were "a lot" for illustration Apple's. "Aren't you conscionable pursuing them?" they asked.

Related: Dell Is Teaming Up With Elon Musk to Build an AI Supercomputer

Dell reportedly defended its branding change, pinch executives responding that nary 1 owns nan words "pro" aliases "max" and that these are cosmopolitan terms.

Dell's main operating serviceman Jeff Clarke said that nan move to alteration names resulted from extended investigation involving "tens of thousands" of people.

Dell's main operating serviceman Jeff Clarke. Credit: Kevork Djansezian/Getty Images

Dell is introducing 7 caller laptops nether nan Dell, Dell Pro, and Dell Pro Max names and will motorboat them by nan extremity of February, according to PCWorld. Dell says that nan Dell Pro Max connection is for maximum productivity, Dell Pro is for professionals, and Dell is for "play, school, and work." Each people has 3 further subcategories: Base, Plus, and Premium.

Dell says that its caller branding "puts nan highly trusted Dell punishment beforehand and center" crossed nan 3 brands and simplifies nan process of buying a PC. In a spot release, Dell CEO Michael Dell called nan caller offerings a "new, streamlined portfolio."

Dell will support trading existing PCs it has already launched successful earlier years nether nan XPS, Inspiron, and different brands. Once these older models are discontinued, they will beryllium replaced by newer ones pinch nan Dell, Dell Pro, and Dell Pro Max branding, per The Verge. Only Dell's Alienware connection will support its punishment aft nan rebranding.

Dell had a marketplace headdress of $86.16 cardinal astatine nan clip of writing.

Related: Dell Reportedly Told Remote Employees to Come Back to nan Office aliases Forgo nan Chance to Be Promoted

Photo Credit: Dell