Dell’s New Laptop Names Raise Eyebrows: A Nod to Apple’s Playbook?

Dell has never shied away from taking jabs at Apple in its advertising, often positioning itself as one of Cupertino’s strongest competitors in the PC market. That’s why it’s so intriguing to see Dell’s latest laptop naming strategy take a page straight out of Apple’s book.

At this year’s CES, Dell announced it’s moving away from longstanding, familiar product names like XPS and Inspiron. Instead, the company is simplifying its lineup with a naming system that sounds strikingly familiar. The new range will be known as Dell, Dell Plus, Dell Pro, and Dell Pro Max—echoing Apple’s well-established iPhone branding.

It’s not just a passing resemblance. While it’s common for brands to use descriptors like “Pro” and “Max” to convey power and performance, putting them together as “Pro Max” feels particularly reminiscent of Apple’s approach. It’s a bold move that will undoubtedly draw comparisons, and possibly confusion, from consumers accustomed to associating these terms with iPhones rather than PCs.

In defense of its decision, Dell’s Chief Operating Officer, Jeff Clarke, explained that the simpler names are a response to customer feedback. Clarke said the company conducted extensive research, surveying tens of thousands of customers, and discovered a strong preference for clear, easy-to-understand naming. “Customers really prefer names that are easy to remember and easy to pronounce,” Clarke said during the CES announcement. He acknowledged that Dell’s previous nomenclature could be confusing, and this change is an effort to streamline the buying process.

Dell maintains that words like “Pro” and “Max” aren’t exclusive to Apple, pointing out that other tech brands, including Samsung, frequently use these terms. Still, pairing them as “Pro Max” is undeniably Apple-esque. It’s a choice that feels less like a coincidence and more like a deliberate nod—or perhaps a challenge—to Apple’s marketing prowess.

Whether this new naming convention will resonate with Dell’s audience or backfire by inviting endless comparisons to Apple remains to be seen. For now, one thing is certain: the move has people talking. As Dell transitions into this new chapter, it will need more than just a fresh coat of paint on its branding. Convincing consumers that “Pro Max” belongs to more than one tech ecosystem may take time—and a strong dose of originality.