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Dell Dumps Its PC Brands to Be More Like Apple
In a move that is expected to raise eyebrows among tech enthusiasts and loyal customers alike, Dell has announced that it will be phasing out its existing PC brands in favor of a new lineup that mimics the strategy employed by Apple. The company’s CEO Michael Dell has argued that this shift towards simplicity will ultimately make life easier for consumers, but it’s hard not to notice the strong resemblance between Dell’s new branding and the approach taken by the Cupertino-based giant.
Effective immediately, Dell’s PC range will now be categorized into three distinct lines: Dell, Dell Pro, and Dell Pro Max. The first tier, simply titled “Dell”, is aimed at mainstream consumers, while the second, “Dell Pro”, targets business users. Meanwhile, the top-tier “Dell Pro Max” line promises to deliver powerful workstations capable of handling demanding tasks.
In a surprise move, the XPS and Inspiron lines have been discontinued, with their respective places taken by “Dell Premium” and “Dell Pro Plus/Premium” sub-tiers within the new branding structure. This change has understandably disappointed fans of the XPS brand, which has a rich history dating back to the 1990s.
While the company’s marketing team may have convinced themselves that this rebranding exercise will simplify things for consumers, the reality is that it only serves to make life more complicated. The naming conventions introduced by Dell are convoluted and confusing at best. For instance, customers must now navigate a maze of sub-brands like “Dell Pro Plus”, “Dell Pro Premium”, “Plus” and “Premium” when selecting their preferred PC model.
The new lineup will be available for purchase immediately, with the Dell Pro Premium 13 and 14 laptops being the first to hit shelves. These devices promise improved performance, increased portability, and extended battery life. The rest of the range will follow suit over the coming months, with pricing information yet to be disclosed.
In a separate report, it emerged that many Dell employees were initially shocked by the decision to dump their beloved PC brands, but eventually came around to the argument that simplicity would ultimately benefit consumers. However, one cannot help but wonder whether this drastic change will have any material impact on the company’s brand loyalty, which pales in comparison to Apple’s fiercely dedicated fan base.
In related news, the Dell Pro 14 and 16 are set to arrive in stores starting February 18, priced from $999. The top-tier Dell Pro Max line is scheduled for a March release, with pricing details still pending.
Source: www.engadget.com
