Buying a PC should be simple, but the sheer number of choices, brands and technical details can make it overwhelming. At Dell Technologies, we’re changing that experience for the better.
We recently introduced a streamlined portfolio of AI PCs designed to cut through the clutter and make it easier than ever to find the right device and PC setup. Our new approach isn’t just about renaming products—it’s about redefining how customers navigate their PC choices with greater clarity and simplicity. Let’s take a closer look:
The Why Behind It All
We already established that buying a PC is not as simple as it seems. Between brands and sub-brands, models, screen sizes, performance, weight, materials and price, it’s easy to see why end users and IT decision makers feel inundated with choices. It’s a consistent problem across the tech industry where 74% of consumers walked away from tech purchases simply because they felt overwhelmed¹.
Similarly, our portfolio of AI PCs and ecosystem offerings are thoughtfully designed to meet diverse needs, offering a range of form factors and configurations. With this broad selection, we focused on bringing clarity and simplicity across our entire client portfolio – PCs, displays, peripherals and services.
Rooted in Feedback
Taking a deeper look at the research, we learned that:
- Customers identify their device as a Dell. The sub-brand is the least important factor when deciding which PC to purchase.
- The PC specifications and form factor, followed by price, are most often the first things buyers look at when searching a manufacturer’s website to buy a PC.
- The majority of customers expect a product name to convey the level of performance and quality.
- Product names should explain which products are for business use. 84% understand the “Pro” descriptor as referring to either professional/business or advanced.
Our changes will help customers better understand our portfolio, creating a smoother and cleaner purchase experience.
How it Works
We have unified naming under the Dell Technologies brand. This features three product categories across our AI PCs (both laptops and desktops):
- Dell: Designed for school, work and play, the Dell line offers reliable performance for everyday tasks, entertainment and creativity. Learn more here.
- Dell Pro: Designed for professional-grade productivity, Dell Pro provides the manageability and security features that IT demands. [Note that “Pro” means professional.] Learn more here.
- Dell Pro Max: Designed for maximum performance, Dell Pro Max provides the power and top-of-the-line specs for engineering, AI development, data analysis and other intensive workloads. intensive workloads. Learn more here.
[The Dell and Dell Pro product lines extend to displays, accessories and services for a consistent customer experience across the entire client portfolio. And for the gamers out there, our legendary gaming brand – Alienware – is here to stay, continuing to deliver products that are unmistakenly Alienware.]
Once the PC categories are understood, the next step is to help customers pinpoint the exact device for their specific needs. This is where our consistent approach to tiering comes into play. We have three tiers – a starting point (Base tier) with essential performance, a Plus tier that offers the most scalable performance and a Premium tier that delivers the ultimate in mobility and design.
What This Means for Customers
The devices that you know and love aren’t going anywhere – they will continue their legacies under the new branding and product categories. For example, Dell Premium continues the XPS legacy, loved by consumers and prosumers alike, and new devices coming later this year will continue to push the boundaries of mobility, design and performance.
For those familiar with our legacy sub-brands, here’s a closer look at the transitions:
Simplicity Ahead
Our new naming under the Dell Technologies brand makes it refreshingly easy to research and purchase PCs and accessories. At the same time, we are maintaining the quality and innovation that define Dell products. You’ll notice the refreshed branding making its way across our portfolio this year as we unveil exciting new devices.
With the AI PC era upon us, there’s never been a better moment to invest in a new PC. Many older systems fall short of the hardware requirements for Windows 11—a critical upgrade with Windows 10 support ending in October 2025. Investing in an AI PC today will equip you for the future with better performance, advanced security and seamless integration with AI-powered applications. And now, getting the perfect PC has never been easier!
1 Accenture, The Empowered Consumer, April 2024.
