Dell Adopts iPhone-Inspired ‘Pro’ and ‘Pro Max’ Names for New PCs

Dell has announced a major rebranding of its PC lineup, replacing names like XPS and Inspiron with a simplified structure: Dell, Dell Pro, and Dell Pro Max.

The new naming system closely resembles Apple’s iPhone strategy, which introduced “Pro” and “Pro Max” models in 2019.

The change, unveiled ahead of CES 2025, sparked questions about whether Dell is imitating Apple.

When asked about the similarity, Dell’s COO Jeff Clarke defended the decision, stating that customers prefer names that are easy to remember and pronounce. He added that the rebranding aims to simplify product recognition and make buying easier.

Dell CEO Michael Dell explained that this move is part of a broader strategy to appeal to the aging PC market. Many of the new devices will feature neural processing units optimized for AI tasks, reflecting the growing demand for AI-driven computing.

Dell’s gaming-focused Alienware brand will retain its current name, but the main lineup will now follow the Pro and Pro Max tiers, making the products more streamlined and competitive in a crowded market.

While Apple isn’t the only company using “Pro” in its product names—Microsoft has its Surface Pro tablets—Dell’s adoption of “Pro Max” raises eyebrows for its clear resemblance to Apple’s branding.

Whether this strategy will help Dell boost sales in a struggling PC market remains to be seen.