For a long time, Dell used the XPS and Latitude names for its laptops, targeting different user groups. XPS models were aimed at mass consumers and creative professionals, while Latitude was for business clients. This positioning was relatively simple and users became accustomed to it over time. However, Dell's marketers decided that it was time for a rebranding. Strangely, the new naming for the company's laptops appears to have been borrowed from the iPhone.
Now, users will choose from three series: Dell, Dell Pro, and Dell Pro Max. But that's not all; each of these series will also have subcategories: Base, Plus, or Premium.
The manufacturer positions the new laptop series as follows:
- Dell – models for work, study, and gaming.
- Dell Pro – models for "professional-level productivity."
- Dell Pro Max – models with "maximum performance."
Given that the base Dell series will include Premium models designed for gaming, it seems clear that the distinction between Dell and the Pro or Pro Max lines might not be obvious for regular users. However, considering that Dell hasn't been particularly active in the consumer electronics market in recent years, it appears that the new laptop naming is more targeted at corporate buyers.