CES 2025: Dell retires the ‘XPS’ brand and more

Dell is going all-in on the “less is more” motif with its latest rebrand.

At CES 2025, the tech giant announced it’s ditching its iconic product names like XPS, Inspiron, Latitude, Precision, and OptiPlex. Instead, everything’s getting lumped under three categories: Dell, Dell Pro, and Dell Pro Max.

If you’re getting Apple vibes from this, you’re not alone. But Dell isn’t stopping there. They’re also introducing subcategories like Base, Plus, and Premium.

So, now we have products like the Dell Plus 32-inch 4K QD-OLED monitor and Dell Pro Premium laptops.

For a brand that’s long relied on distinctive names for its products, the new titles can be quite confusing.

The Dell Pro Premium laptops, for example, come in two sizes, 13- and 14-inch, so their full names are now Dell Pro 13 Premium and Dell Pro 14 Premium, basically replacing the beloved Latitude line.

Meanwhile, the XPS line is being swapped out for the new Dell Premium models—basically belonging to the base Dell line at the Premium sub-tier.

While this rebrand is a huge pivot for one of the world’s biggest PC makers, Dell’s not completely ditching the old names just yet. Existing models like the XPS and Precision will stick around until they run their course.

But once they’re gone, it’s all about whatever mashup of ‘Plus’, ‘Premium’, and ‘Pro Max’ Dell decides to drop next.