Dell on Monday introduced an overhaul of its PC branding technique with a simplified naming scheme that bears a putting resemblance to Apple’s iPhone nomenclature.
The pc producer is retiring its long-standing product names like XPS and Inspiron in favor of three simple tiers: Dell, Dell Professional, and Dell Professional Max – a transparent copy of Apple’s iPhone naming conference, which has used “Professional” and “Professional Max” to tell apart its higher-end fashions for the reason that iPhone 11 was launched in 2019.
The announcement reportedly raised eyebrows at Dell’s press briefing forward of CES. “Your branding sounds so much like Apple. Aren’t you simply following them?” one viewers member requested Dell executives, in accordance with Bloomberg.
“Clients actually want names which are simple to recollect and straightforward to pronounce,” Chief Working Officer Jeff Clarke responded to reporters. Patrons should not should spend time “determining our nomenclature, which at occasions has been a bit complicated,” he mentioned.
Clarke went on to say that the brand new naming technique was supported by analysis involving “tens of hundreds of shoppers,” and argued that no firm owns widespread phrases like “professional” or “max.” The brand new naming system will “make it simpler for our clients to do enterprise with us,” added Dell founder and CEO, Michael Dell.
Kevin Terwilliger, a vice chairman of Dell’s PC enterprise, defined that the rebrand goals to simplify product recognition for patrons, just like Apple’s strategy of anchoring merchandise to a single model title. The gaming-focused Alienware model, which Dell acquired in 2006, will retain its current branding.
The Dell CEO framed the rebranding as a part of a broader technique to capitalize on the growing old PC market, notably as AI capabilities change into extra essential in computing. Most of the new Dell-branded gadgets will embrace neural processing items optimized for AI duties.
PC producers are in search of to reinvigorate gross sales following a post-pandemic droop, with Dell, HP, and Lenovo all exploring numerous methods to encourage upgrades. For what it is value, Apple is not the solely client electronics firm to make use of “professional” in its product names. Microsoft has its Floor Professional tablets, for instance, but it surely’s onerous to think about the latter making an attempt to justify the introduction of a “Floor Professional Max” whereas sustaining a straight face.
