Dell unveils Apple-like rebrand in bid to make PCs cool again
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.
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Decades-old product names for PCs such as “XPS” and “Inspiron” will be killed in favor of simplified branding around the word Dell in its new generation of devices, the company announced Monday ahead of CES, the annual consumer electronics show happening this week.
“Customers really prefer names that are easy to remember and easy to pronounce,” Chief Operating Officer Jeff Clarke said during a briefing with reporters ahead of the show. Buyers shouldn’t have to spend time “figuring out our nomenclature, which at times has been a bit confusing,” he said.
PC sales have been anemic for years following a buying frenzy toward the beginning of the pandemic. Dell and peers HP Inc. and Lenovo Group Ltd. have been trying new strategies to encourage upgrades. AI-optimized systems and a coming end-of-support for Microsoft Corp.’s Windows 10 have been touted as catalysts for new purchases. Now, most of the company’s new PCs will be divided into three tiers: Dell, Dell Pro and Dell Pro Max.
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