Dell is jumping on the recent trend of re-branding its flagship laptops and desktops as it expands further into the AI PC market. 

Having already introduced its first AI PC models in early 2024, Dell now hopes to stand out with simplified branding that can appeal to an increasingly younger consumer base. The company noted it wants to use its “leveraged asset,” the Dell brand name, as an easy identifier as the AI PC industry quickly expands. We have already seen HP make a similar move last year, democratizing its Pavilion, Envy, and Spectre consumer products and its Dragonfly enterprise options into overall brands called Omni and Elite that would be easier to recognize. The naming sequence is notably similar to Apple’s tried and true strategy that puts the brand first.

Dell showcased the new product branding at a press event ahead of CES 2025, where I got to see the devices before the show. The company detailed it has truncated its product categories from eight to just three, retiring legacy naming sequences including Latitude, OptiPlex, Inspiron, and XPS, and making way for the Dell model laptop for everyday users, the Dell Pro for professionals, and the Dell Pro Max model for maximum performance users. Each model will have a base, plus and, premium tier, which will indicate the specifications of the product. All of the laptops and workstations are AI PCs powered by Intel and AMD chips, as well as Qualcomm technologies, and Windows Copilot+ AI experiences.

“We want customers to spend their valuable time thinking about workloads they want to run on a PC. The use cases they’re trying to solve a problem for– not what sub brand, not understanding figuring out our nomenclature which at times has been a bit confusing,” Dell vice Chairman and chief operating officer Jeff Clark told the media at the event. 

The brand especially highlighted the Dell Pro Premium model, which is re-branded from the Latitude line. The company noted it supports up to 20 hours of battery life for its 60Whr cell, a 65% boost from its Latitude predecessor. Dell also claims the Intel Core Ultra Series 2 processor in the device provides 32% improvement in multi thread performance, 20% single thread, and 76% improvement in graphics. 

The Dell Pro Premium, coming in 13-inch and 14-inch configurations, also features display options up to OLED QHD+, allowing the notebook to be thinner and lighter. The 14-inch configuration is 12% thinner and 50% lighter than comparable OLED laptops, making it the lightest notebook in its size class, the brand noted. 

In addition to introducing an 8-megapixel IR camera with HDR to the business sector product, the entire Dell Pro line is military standard tested for optimal durability. The entire rebranded product lineup includes an industry first, modular USB-C port, inspired by Dell’s Concept Luna sustainability effort. The component is connected to the device with screws instead of soldered down, making it easy for troubleshooting for replacement. 

The laptop includes memory up to 32GB LPDDR5x SDRAM, and SSD options up to 2TB QLC. For input, it features two USB-C Thunderbolt 4 ports, one USB 3.2 Gen 1 port, one HDMI 2.1 port, one optional external uSIM card tray, one optional Touch Fingerprint Reader, an universal Audio jack, and a wedge Shaped Lock Slot. The laptop runs Windows 11 Home, Windows 11 Pro, or Ubuntu 20.04 LTS as its software options. Connectivity includes Wi-Fi 7, Bluetooth 5.4, 5G, and eSIM.

The Dell Pro comes in 14-inch and 16-inch configurations and the Dell Pro Plus in 13-inch, 14-inch, and 16-inch options with a host of varying specifications, including 2-in-1 variants.  

The Dell Pro Max is re-branded from the Precision high-end business line. The laptop comes in 14-inch and 16-inch QHD+ display configurations, and will be introduced running the Intel Core Ultra 9 processors and NVIDIA RTX 2000-series graphics. The laptop includes 6400MT/s memory, and up to 4TB storage capacity. It also features a 96Whr 6-cell battery, WiFi 7 and Bluetooth 5.4 for connectivity, single-cable docking, and an 8-megapixel IR camera. It weighs 4.86lbs.

Dell plans to continue updating the devices with AMD options coming later in the year. The company will also expand the line with, adding Plus and Premium tiers in the coming months.

The Dell line is re-branded from the Inspiron and XPS lines and is intended for everyday users needing notebooks for play, school and work. Starting with the Dell Plus, which is available in 14-inch and 16-inch clam shell and 2-in-1 options, that supports 39% more battery life in a 14% thinner chassis with a 64-Whr 4-Cell battery. Dell claims the device can support all-day use on a single charge. With an Intel Core Ultra Series 2 processor the Dell Plus sees 3x AI performance and 50% more graphics capability.

In its highest options, the Dell Plus includes 16GB and 32GB integrated LPDDR5x memory and 512GB, 1TB, 2TB M.2 PCIe NVMe SSD. For input, it features one HDMI 2.1 port, Intel Thunderbolt 4.0 port, one USB-A 3.2 Gen 1, one USB-C 3.2 Gen 2, and an audio jack. Connectivity options include Wi-Fi 7 or Wi-Fi 6E depending on the model. The Dell Plus is available in Ice Blue and Midnight Blue color ways. 

A Premium tier of this laptop will launch later this year, especially designed after the XPS line.