Dell’s Execs Say They Can Use Branding Phrases Like ‘Professional’ and ‘Max’ Too

• Dell is ditching its previous naming system for PC merchandise.
• The corporate is dividing its PC line-up into three classes: Dell, Dell Professional, and Dell Professional Max.
• Dell executives stated Apple did not personal the phrases “professional” and “max” when requested about the same names.

Tech large Dell has introduced a brand new naming system for its PC line-up.

However that sparked some questions from individuals who attended a media briefing on Monday, who identified that Dell’s new naming system appeared just like a key competitor’s.

Dell advised reporters forward of this 12 months’s Client Electronics Present that it was dividing its PC merchandise into three classes: Dell, Dell Professional, and Dell Professional Max.

This replaces Dell’s present system which options names like Inspiron, OptiPlex, and XPS. The corporate stated on the briefing that the brand new names will not apply to its gaming model, Alienware.

“Your branding sounds so much like Apple. Aren’t you simply following them?” one viewers member stated on the briefing, Bloomberg’s Brody Ford reported on Monday.

Ever for the reason that iPhone 11 was launched in 2019, Apple has used the “Professional” and “Professional Max” labels for the iPhone’s higher-tiered variants. The naming system can also be used for a few of Apple’s different merchandise as nicely, just like the iPad Professional pill, and the AirPods Professional earphones.

Apple does not personal the phrases “professional” and “max,” Dell’s executives stated on the briefing.

The corporate’s COO Jeff Clarke stated that the naming choice was primarily based on analysis Dell did with “tens of hundreds of consumers,” per Bloomberg.

The brand new naming system will “make it simpler for our prospects to do enterprise with us,” stated Dell founder and CEO, Michael Dell.

Dell and Apple didn’t reply to Enterprise Insider’s requests for remark.

To make sure, Apple is not the one tech firm who has used phrases like “professional” in its product names. For example, Microsoft has its Floor Professional tablets in addition to its AI subscription providing, Copilot Professional.

Rival HP made an analogous transfer to simplify their product naming system final 12 months. The corporate stated in Might that it was utilizing the prefix “Omni” for its client laptops and desktops, and the prefixes “Elite” and “Professional” for its business choices.

Though Dell is greatest recognized for its pc enterprise, the corporate has more and more turned its consideration towards its flourishing AI enterprise. The corporate stated in June that it was partnering with chip large Nvidia to construct an AI manufacturing unit for Elon Musk’s AI startup, xAI.

In November, Dell stated its Infrastructure Answer Teams, which incorporates gross sales of AI servers, earned $11.4 billion in revenues for the third quarter of 2024, a 34% year-on-year enhance.

Dell’s shares have been up by over 57% final 12 months.