Dell Technologies Inc. is adopting a fresh approach to PC branding, echoing Apple Inc.’s streamlined naming conventions. The company revealed at CES 2025 that it will retire its decades-old product lines, such as “XPS” and “Inspiron,” in favor of simpler names centered around the word "Dell." “Customers value names that are memorable and easy to pronounce,” Chief Operating Officer Jeff Clarke explained during a press briefing ahead of the event. He noted that buyers shouldn’t need to decode complex product nomenclature, which has occasionally led to confusion.  

The rebranding is part of Dell’s broader effort to address persistently weak PC sales, which have struggled to recover after the pandemic-era surge. Along with competitors HP Inc. and Lenovo Group Ltd., Dell is exploring strategies to stimulate demand, including AI-powered systems and leveraging Microsoft Corp.'s upcoming end-of-support for Windows 10 to encourage upgrades.