Dell's rebranding is similar to Apple's naming style, which uses "Pro" and "Pro Max" for its top iPhone models. When asked about this similarity, Dell executives said that no company could claim ownership of words like "pro" or "max," as reported by PCWorld.

So long XPS, au revoir Inspiron, later, Latitude. Dell is officially giving its existing PC brands the boot at CES 2025 and moving to terms that normal people will actually understand: Dell, Dell Pro and Dell Pro Max.

No more Inspirons or XPS for Dell as it rebrands its consumer products as Dell, business and enterprise become Dell Pro, and workstation devices get Dell Pro Max branding.