Dell Technologies Inc. is rebranding its personal computers in a manner reminiscent of Apple Inc. naming conventions in an effort to boost consumer demand.
Decades-old product names related to the mentioned company’s line of personal computers, including XPS and Inspiron, will be replaced by simplified branding around the word Dell on new-generation devices. The firm made a corresponding statement last Monday, January 6.
Dell chief operating officer Jeff Clarke, during a conversation with media representatives, said that customers really prefer names that are easy to remember and easy to pronounce. Also in the relevant context, he noted that buyers do not need to waste time figuring out the nomenclature, which sometimes has been a bit confusing.
Over the past few years, sales in the global personal computer market have been on a downward trajectory. The corresponding situation is partially because, at the beginning of the coronavirus pandemic, consumers actively bought the relevant products. The appropriate buyers’ behavior was partly since during the coronavirus pandemic, employees of many companies began to work remotely. Also, to a certain extent, the high level of demand for personal computers was influenced by the fact that the mentioned pandemic has become an extreme situation, including in an economic sense. Against this background, many consumers began to update their devices, fearing losing the appropriate opportunity in the future, or began to make some kind of inventory for similar reasons related to concerns about the subsequent dynamic of their personal financial health.
Currently, Dell and its competitors, including HP Inc. and Lenovo Group Ltd., are trying new strategies for encouraging personal computer upgrades. Artificial intelligence-optimized systems and the upcoming end-of-support for Microsoft Corp.’s Windows 10 are assessed by many companies and analysts as potential growth factors for consumer activity in the global PC market.
Most of the new Dell personal computers will be divided into three tiers, including Dell, Dell Pro, and Dell Pro Max.
It is worth noting that the new nomenclature of the mentioned company is obviously similar to Apple’s approach to naming its products. For example, the latest generations of iPhones have Pro and Pro Max modifications. The appropriate approach is applied to differentiate higher-tiered devices.
The journalists drew attention to the similarity of the new Dell nomenclature with Apple’s nomenclature. Dell executives said that nobody owns words like Pro or Max. Jeff Clarke noted that the decisions were supported by research with tens of thousands of customers.
Kevin Terwilliger, a vice president of Dell’s personal computer business, said that one similarity to Apple’s approach is the way that Dell is anchoring its products to one simple brand name.
Alienware, the brand of gaming-focused PCs Dell acquired in 2006, is not subject to renaming. Many of the new Dell-branded devices will be equipped with neural processing units, which are chips optimized for artificial intelligence tasks. This was stated by Kevin Terwilliger during a conversation with media representatives.
The company’s chief executive officer Michael Dell stated at a press briefing that the install base is 1.5 billion personal computers, and those PCs will need to be replaced with the artificial intelligence innovation. He also stated that the new naming will make it easier for customers to do business with the firm.
Dell ranked 48th on the 2024 Fortune 500 rankings of the largest US corporations based on its 2023 revenue. In addition to personal computers, the company’s product list includes servers, monitors, software, computer security, network security, and information security services.
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