Dell Technologies has announced a major redesign of its PC portfolio to introduce more AI based features. As part of this process, the company is dropping its well-known brands such as the XPS range for a new, unified naming structure.
Currently, Dell sells its desktop computers, laptops and monitors under a variety of different brand names including Precision, Inspiron, XPS and OptiPlex. However, going forward there will be a unified brand with simplified choices. Customers will now be able to choose between PCs which are branded Dell, Dell Pro, and Dell Pro Max. Announcing the rebrand, Michael Dell, the company’s chairman and CEO, said, “Dell has driven PC innovation for the last 40 years and we are well positioned for this moment. Our new, streamlined portfolio of AI PCs is here to deliver the future of computing.”
What are the new options?
The Dell range denotes the entry level computers, designed for play, school, and work. If you need professional-grade productivity from your PC, then you should choose a Dell Pro model. Finally, the Dell Pro Max flagship range delivers maximum performance. You will also be able to buy both laptops and desktop computers under each new brand name. In addition, the Dell and Dell Pro product lines include displays, accessories and services, as well as PC hardware. However, one brand that isn’t changing is Alienware. The gaming brand has been around for nearly 30 and Dell is going to keep going a while longer.
New features
Dell is putting AI at the center of its new PCs. The computers will offer built-in NPU technology to deliver AI performance suited to your specific workload needs. Dell says it will also be adding Intel Core UltraSeries 2 processor options and expanding the choice of AMD Ryzen processors. In addition, the company is promising multi-day battery life, increased use of recycled, renewable and low-emissions materials and improved durability. The Dell Pro lineup is designed to withstand three times as many hinge cycles, drops and bumps from regular use as competitor devices.
New monitor options
As well as the new PC range, Dell is going to launch some ground-breaking monitors. These include the world’s first monitor with enhanced IPS Black featuring 3000:1 contrast ratio and the highest five-star TUV eye comfort certification. In addition, Dell announced the world’s first QD-OLED monitor with AI-enhanced 3D Spatial Sound.
Dell Pro AI Studio
Dell Pro AI Studio is the newest addition to the Dell AI Factory. The company says it has created the software to make AI development on PCs easy. Dell Pro AI Studio is a comprehensive AI toolkit that leverages NPU technology. Using Dell-validated tools, frameworks, templates and models, developers and IT administrators can build and manage AI software with simplicity and speed, regardless of the underlying silicon. Dell also claims this can reduce development and deployment time by as much as 75%, going from six months to as little as six weeks.
What we think
Dell’s rebrand is a move to put AI at the heart of the company’s PC portfolio. It’s also interesting to note that the company has chosen to follow the Pro and Pro Max model names used by Apple for its iPhone series. Simplifying the range of choices available makes a lot of sense. Dell shared research that found 74% of consumers walked away from technology purchases simply because they felt overwhelmed. However, the company is offering Premium, Plus and Base models across each of its Dell, Dell Pro and Dell Pro Max ranges so there are still nine options available. It will be interesting to see if the market finds Dell’s rebranding simpler to navigate or not.
Pricing and availability
Dell will be launching its new Dell, Dell Pro and Dell Pro Max laptop and desktop computers over the coming year.
