While simplicity seemed to be the end goal, Dell, like many PC makers, couldn't help but muddle things up a little. Each new PC line has sub-levels: Base, Plus and Premium. The XPS line will now live on under the “Dell Premium” name, while other customers will have to learn the difference between the “Dell Pro Plus” and “Dell Pro Premium” systems.
Things get even crazier with Dell Pro Max systems, where you can also choose between Plus and Premium options. Doesn't Pro Max already mean the best? The naming logic completely breaks down on desktop computers. Just try reading the names Dell Pro Max Micro and Dell Pro Max Mini without causing your brain to self-destruct.
Oddly enough, Dell doesn't have any truly revolutionary new hardware to do justice to the new naming scheme. The Dell Pro Premium 13 and 14 laptops look pretty sleek for business machines, but they still remind me more of Apple hardware than anything specifically Dell. (It's hard not to associate the curved notch with anything other than a MacBook Pro.)
At 2.36 pounds, the Dell Pro Premium 13 is definitely one of the lightest commercial systems I've ever seen, so that's a small win. The company claims it offers 21.2 hours of battery life and 82 percent faster graphics processing than Dell's latest premium system aimed at enterprises. The larger Pro Premium 14 will also be the first commercial laptop to feature a tandem OLED screen, which is more energy efficient and brighter than regular OLED.
On the consumer side, the Dell 14 and 16 Plus (along with their 2-in-1 versions) look like your typical mainstream Dell laptops. Dell Premium systems, formerly called XPS, appear completely unchanged from last year. (I've heard that we likely won't see much change in this lineup until next year.)
Walking through Dell's rebranding event, I sensed that many Dell employees weren't exactly thrilled with the new strategy. Typically, they were a little shocked at the news at first, especially those who have dedicated their lives to a particular brand of Dell computers for many years. Many eventually concluded that simplicity would ultimately make life easier for consumers. No one except the marketing executives seemed genuinely excited about Dell's bold new journey. (I'm maintaining the anonymity of Dell employees to avoid any potential repercussions, especially after I noticed PR people hanging around while I questioned their colleagues.)
Dell doesn't have the same brand loyalty as Apple, so I doubt many loyal consumers will miss the company's older PC brands. But it's certainly a sad day for fans of the XPS, a brand that got its start with Dell's premium desktops in the '90s.
Dell Pro 13 and 14 Premium will be available today (sadly, we still don't have pricing details), and the Dell 14 and 16 Plus will go on sale on February 18, starting at $999. The Dell Pro Max 14 and 16 are set to go on sale in March, and we're still waiting for pricing information.