Named brands like XPS and Inspiron will now fall under performance categories. Plus, Dell expanded its partnership with AMD.

Dell executives say they want to make buying easier for consumers by simplifying the process. CEO Jeff Clarke stated that customers prefer names that are easy to remember and pronounce. The company says the decision is supported by research involving "tens of thousands of customers.

Dell also isn’t doing away with the Alienware sub-brand, which it purchased in 2006. Alienware gaming models will, apparently, keep their specific names, such as “Area 51” and “m16.” Monitor names seem to be unaffected, too, so the “UltraSharp” line will still exist.

Dell’s XPS line, which has been a prominent name in premium laptops for years, is being replaced by new Dell Premium models. So they’re part of the base-tier Dell line, at the Premium sub-tier.

Dell COO Jeff Clarke said at a media briefing that the naming decision was based on research the company did with "tens of thousands of customers."

Dell is retiring some of its most recognizable laptop brands, including the beloved XPS, as part of a rebranding effort unveiled at CES 2025. The company announced that its new lineup will consist of three simplified categories: Dell,