At CES 2025, Dell introduced a significant rebranding of its PC range, striving for simplicity while inadvertently triggering immediate comparisons to Apple’s naming system. Rather than the former naming conventions such as “XPS” and “Inspiron,” Dell has condensed its product categories into three tiers: Dell, Dell Pro, and Dell Pro Max. The similarity to Apple’s naming approach for devices like the iPhone Pro and Pro Max didn’t go unnoticed by attendees or online commentators.
During Dell’s media presentation at CES, audience members directly addressed the likenesses. A report from *Bloomberg* (via *9to5Mac*) noted that one participant even inquired, “I am curious why you didn’t select something more original, as you are essentially mirroring Apple’s branding here.”
The response to this issue spread to social media, where users voiced their opinions, although some tweets regarding the matter have since been removed.
In light of the backlash, a Dell representative defended the rebranding in comments to *Mashable*:
“Our newly streamlined portfolio emphasizes our company brand and utilizes descriptive industry terms for categories and tiers. These terms are widely recognized in the industry. For instance, Pro has been an industry descriptor long before Apple adopted it. Pro has been utilized by Microsoft with Windows, AMD with Ryzen, and Intel with vPro. When we mention Pro, it will consistently signify professional-grade productivity. This level of consistency isn’t always present among our competitors, where Pro might carry different meanings across varying products. We will clarify this throughout the customer purchasing/researching process.”
While Dell asserts that Apple didn’t originate the term “Pro,” and the new framework could be seen as clearer than the previous one, the system has its complexities. Within the three primary categories, Dell has added subcategories like Base, Plus, and Premium. This results in potential product names like Dell Premium, Dell Pro Base, or Dell Pro Max Plus—titles that may not easily indicate which choice is most suitable for customers’ requirements.
Although the naming change might become instinctive over time, at present, Dell faces a wave of humor and criticism. Whether the company expected this response or not, the launch has definitely captured attention.
*Mashable* is reporting live from CES 2025, providing the latest news on the most thrilling and innovative advancements. Stay tuned for further updates, and if you’d like to propose a product for our Best of CES awards, take a look at [this guide](https://www.cnet.com/tech/were-choosing-the-best-of-ces-and-we-want-your-nominations/).