CES 2025: Dell ditches the XPS, Inspiron lineup, unveils new unified branding & AI PC portfolio

At CES 2025 in Las Vegas, Dell Technologies unveiled a bold new direction for its product lineup, doing away with legacy branding like Inspiron, XPS, and G-series. Instead, Dell is introducing a unified, straightforward naming system centred around three categories: Dell, Dell Pro, and Dell Pro Max. Each category is tailored to different user needs and comes packed with on-device artificial intelligence (AI) features.

This fresh approach marks a significant shift for the tech giant, simplifying its offerings and making it easier for customers to choose the right device. With AI at the heart of the new lineup, Dell aims to redefine what users can expect from their PCs.

Breaking down Dell’s new lineup

Dell’s simplified portfolio is divided into three distinct categories, each targeting a specific type of user.

• Dell: Designed for everyday use, this category is perfect for students, casual workers, and those looking for a reliable machine for play, school, and light office tasks. It offers essential features at an accessible price point, making it ideal for general users.

• Dell Pro: Aimed at professionals, this lineup focuses on productivity with more robust hardware and advanced features. It’s designed for users who need more than the basics, such as creative professionals, business users, and multitaskers.

• Dell Pro Max: This high-end category is all about maximum performance. It’s built for power users like 3D artists, professional video editors, and music creators. These devices are packed with top-tier hardware to handle demanding workloads effortlessly.

Adding further clarity, each category is divided into three tiers: Base, Plus, and Premium. These tiers make it easy for users to pick a device that matches their performance and budget needs. Whether you’re looking for entry-level specs or top-of-the-line capabilities, Dell’s revamped naming system ensures transparency and simplicity.

AI-powered innovation across the board

Dell has also doubled down on integrating AI into its new lineup. The latest PCs across the Dell, Dell Pro, and Dell Pro Max categories feature built-in neural processing units (NPUs) for enhanced AI performance. Paired with Intel Core Ultra Series 2 processors, these machines promise speed and efficiency. For those who prefer AMD, there’s also the option of Ryzen-powered configurations.

A standout feature of this overhaul is the Dell Pro AI Studio, a part of the Dell AI Factory initiative. This toolkit is designed to simplify AI development for PCs, offering validated tools, templates, and frameworks that leverage NPU technology. According to Dell, this innovation cuts development and deployment times by up to 75 per cent, making it a game-changer for developers and IT administrators.

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What stays and what goes

While Dell has reimagined its main PC lineup, some things remain unchanged. The popular Alienware brand, synonymous with gaming, continues to dominate the gaming segment with its laptops, PCs, and peripherals. Fans of Alienware can rest assured that its unique identity and focus on gaming performance aren’t going anywhere.

However, it’s the end of the road for names like Inspiron, XPS, and G-series, which have been retired in favour of the new unified branding. While some may lament the loss of these iconic names, Dell’s new approach promises clarity and simplicity, aligning with modern consumer expectations.

With its revamped lineup, Dell is positioning itself as a leader in both user-centric design and AI-driven innovation. By making its products easier to understand and more powerful than ever, the company is setting a strong foundation for the future of personal computing.