Dell Admits It Made a Huge Mistake When It Abandoned XPS

joshuark writes: At last year’s CES, Dell made the eyebrow-raising decision to ax all its legacy laptop brand names and instead opt for Apple-like conventions. Instead of XPS, we were forced to comprehend the differences between a “Dell,” a “Dell Pro,” a “Dell Premium,” and a “Dell Pro Max.”

“This complicated brand we called Dell last year was trying to cover this very large consumer space with lots of similar products,” Clarke said. Now those non-XPS products are mostly dedicated to the base consumer and entry-level laptops, “no pluses, minuses, squares, or whatever the hell else we called them.”

“This complicated brand we called Dell last year was trying to cover this very large consumer space with lots of similar products,” Jeff Clarke, Dell’s chief operating officer said. Now those non-XPS products are mostly dedicated to the base consumer and entry-level laptops, “no pluses, minuses, squares, or whatever the hell else we called them.”

“We won’t chase every competitor down every rabbit hole,” he added. What that means is we probably won’t see any kind of handheld PC from Alienware, like that age-old UFO design showed off back in 2020. Just as well, Dell isn’t remodeling its entire laptop lineup for a second time in two years. The company isn’t bringing back brand names like Inspiron (which became mere “Dells) or Latitude (which transformed into “Dell Pro). According to Clarke, Dell Pro “still tests well.”