In an unexpected turn of events, Dell faced criticism and mockery during its own press launch after revealing a new naming scheme that closely mirrors Apple's iPhone lineup. The PC manufacturer announced it would categorize its computers into three tiers: Dell, Dell Pro, and Dell Pro Max, abandoning its long-standing brands like XPS and Inspiron.
The announcement at the press briefing quickly drew skepticism from attendees. "I'm curious why you didn't opt for something innovative, considering this is essentially Apple's branding," questioned one audience member. Another directly asked if Dell was "simply emulating" Apple's naming convention.
Chief Operating Officer Jeff Clarke defended the decision, stating that "Customers prefer names that are simple to remember and pronounce." He emphasized that consumers shouldn't need to "decipher our nomenclature."
However, the new system appears to add more complexity rather than simplification. Each tier includes Base, Plus, and Premium variants, creating potentially confusing combinations. The situation becomes particularly complex with desktop computers, leading to peculiar names like "Dell Pro Max Micro Plus."
Industry observers note that this naming scheme could potentially confuse customers more than the previous branding. Questions arise about the hierarchy - whether a Pro Plus model ranks higher than a Pro Max Base, or how a Pro Premium compares to a Pro Max Plus.
The naming convention has drawn comparisons to Apple's pre-1997 era, when the company struggled with similarly complex product names before Steve Jobs simplified the lineup upon his return.
This rebranding effort appears to have backfired, generating more confusion and criticism than clarity, while highlighting Dell's apparent attempt to capitalize on Apple's successful naming strategy.