Dell's execs say Apple doesn't own branding words like 'pro' and 'max,' so they can use them too
Jan 07, 2025 - businessinsider.com
Dell has announced a new naming system for its PC products, categorizing them into Dell, Dell Pro, and Dell Pro Max, replacing the previous names like Inspiron, OptiPlex, and XPS. This change, which does not affect Dell's gaming brand Alienware, has drawn comparisons to Apple's naming conventions, which use "Pro" and "Pro Max" for its higher-tier products. Dell executives clarified that Apple does not own these terms and stated that the decision was based on extensive customer research to simplify business interactions.
The move aligns with industry trends, as other companies like Microsoft and HP have also adopted simplified naming systems. While Dell is renowned for its computer business, it is increasingly focusing on AI, partnering with Nvidia to build an AI factory for Elon Musk's xAI and reporting significant revenue growth in its AI server sales. Dell's shares saw a substantial increase of over 57% last year, reflecting its strategic shifts and business performance.
Key takeaways:
Dell is changing its PC product naming system to three categories: Dell, Dell Pro, and Dell Pro Max.
The new naming system does not apply to Dell's gaming brand, Alienware.
Dell's executives stated that the naming decision was based on customer research and that Apple does not own the words "pro" and "max."
Dell is increasingly focusing on its AI business, with significant revenue growth in its Infrastructure Solution Groups.
