# Dell Discontinues XPS and Rebrands Entire PC Range at CES 2025
At CES 2025, Dell unveiled a revolutionary announcement that signifies a major change in its product approach. The firm has officially retired the legendary XPS brand, along with other established lines like Inspiron, Latitude, and Precision. In their stead, Dell is launching a more streamlined naming system for its PC range: **Dell**, **Pro**, and **Pro Max**. This initiative is aimed at enhancing the customer experience and aligning its products with a more user-friendly naming schema.
## Reason for the Transformation
For many years, Dell’s product range has consisted of overlapping brands and models, often leaving customers puzzled about which product best fit their needs. By rebranding its entire PC collection, Dell intends to facilitate identification of the appropriate device for both consumers and businesses according to their unique use cases.
Michael Dell, Chairman and CEO of Dell Technologies, highlighted the significance of this transformation, stating, *“The PC remains the most critical personal productivity device of our generation, and it is evolving through AI. Dell has led PC innovation for the past 40 years, and we are ideally suited for this moment. Our newly streamlined AI PC portfolio is set to usher in the future of computing.”*
## The New Product Categories
The revised lineup is categorized into three distinct groups:
1. **Dell**: Suited for everyday tasks, including gaming, education, and work. This line targets general consumers in need of dependable, versatile devices.
2. **Pro**: Designed for professional-level productivity. This category is aimed at business users and professionals who need strong performance for heavy-duty applications.
3. **Pro Max**: Engineered for peak performance, this line serves power users, creatives, and sectors that require high-end computing power, such as AI inferencing and large language model adjustments.
### Configurations: Base, Plus, and Premium
For each of these categories, Dell will provide **Base**, **Plus**, and **Premium** configurations. This tiered model enables customers to select a device that fits their performance and budget preferences, simplifying the decision-making process further.
## Transition Phase: Old and New
Although the new naming system is set to implement immediately, Dell recognizes that the transition will require time. Customers and businesses might encounter both the new and old product segments available in the market simultaneously during this changeover. For example, legacy brands like XPS and Inspiron will remain in stock until their inventory is fully depleted.
## Notable Features of the Updated Lineup
Dell’s revamped PCs come with several remarkable improvements, highlighting the company’s dedication to innovation and sustainability:
1. **Extended Battery Life**: Users can work longer without the need for frequent recharging.
2. **Sturdy and Contemporary Designs**: The Pro series is built to endure three times the hinge cycles, drops, and bumps compared to competitor models, all while preserving a modern look. Enhanced thermal technology boosts airflow by 20%.
3. **High-Performance Workstations**: The Pro Max series is primed for handling demanding workloads, executing resource-intensive applications, and performing AI-driven tasks with professional-quality graphics.
4. **Streamlined IT Management**: IT departments can manage entire varieties of Dell Pro devices remotely, including PCs, displays, docks, and accessories, enhancing operational efficiency.
5. **Commitment to Sustainability**: Dell is advancing its sustainability objectives with modular designs and increased utilization of recycled, renewable, and low-emission materials. The Pro and select Pro Max models are the first commercial laptops to incorporate modular USB-C ports.
6. **Top-Tier Displays**: The updated lineup features state-of-the-art monitors, such as the world’s first with enhanced IPS Black technology (delivering a 3000:1 contrast ratio) and a QD-OLED monitor enhanced with AI-infused 3D Spatial Sound.
## A Cohesive Ecosystem
Dell’s rebranding goes beyond PCs to encompass displays, accessories, and services, fostering a consistent ecosystem for a unified customer experience. This cohesive strategy ensures that users can effortlessly integrate Dell products into their routines, whether for personal or professional purposes.
## The Impact of AI in Dell’s Strategy
Artificial intelligence is central to Dell’s refreshed lineup. From performance optimization to user experience enhancement, AI is integrated throughout the collection. This aligns with the broader industry trend of AI-driven computing, transforming how devices function and engage with users.
## Moving Forward
Dell’s choice to retire the XPS brand and revamp its product lineup represents an audacious move towards simplifying its offerings and adapting to the future of computing. With an emphasis on clarity, performance, and sustainability, the company is positioning itself as a frontrunner in the upcoming era of personal and professional computing.
For more information on Dell’s new lineup, visit their official [blog post](https://www.dell.com/en-us/blog/dell-transforms-ai-pc-portfolio-for-anywhere-product).