In a bid to streamline, Dell is dropping some of its most iconic laptop brands. At CES 2025 on Monday, the PC company announced that XPS, Inspiron, and

This year at CES 2025, Dell is announcing a huge rebranding for all of its consumer and commercial PCs. However, while this change is generally a move in the right direction, I think getting rid of the iconic XPS name is an unforced error.

XPS, Inspiron, and Latitude. Instead we’ll get the easier to remember, yet not as colorful, Dell, Dell Pro, and Dell Pro Max, in an effort to create “unified branding” across the Dell portfolio. You can find more details here.

Dell today announced that it's rebranding and simplifying its entire PC lineup. But in doing so, it killed the iconic XPS brand.