Dude, You’re Getting a Dell Pro Max Premium Plus

Antonio G. Di Benedetto, reporting for The Verge:

The tech industry’s relentless march toward labeling everything “plus,” “pro,” and “max” soldiers on, with Dell now taking the naming scheme to baffling new levels of confusion. The PC maker announced at CES 2025 that it’s cutting names like XPS, Inspiron, Latitude, Precision, and OptiPlex from its new laptops, desktops, and monitors and replacing them with three main product lines: Dell (yes, just Dell), Dell Pro, and Dell Pro Max.

If you think that sounds a bit Apple-y and bland, you’re right. But Dell is taking it further by also adding a bit of auto industry parlance with three sub-tiers: Base, Plus, and Premium.

It’s simple, really. You can choose a Dell Pro Premium, which is not as good as a Dell Pro Max Plus, but both are better than a Dell Premium, which actually isn’t premium at all. Easy.

It is never not funny when a company is willing to shamelessly copy Apple but their institutional marketing bureaucracy completely fucks it up. If Dell was willing to wipe its existing branding slate completely clean, they could have easily devised a taxonomy of adjectives that created a hierarchy that’s more obvious and intuitive than Apple’s (where, for example, “Max” is sometimes but not always not the max).

★ Tuesday, 7 January 2025