CES 2025: Dell simplifies its Apple-style portfolio

“The fundamental objective of the naming architecture is to make it easier for our customers to choose and purchase Dell AI equipment (…) customers really prefer names that are easy to remember and pronounce,” said Jeff Clark, vice president and director of operations of the company.

Although during its presentation Dell insisted on simplifying the portfolio, the reality is that it is not limited to three models, since in each category there are three more levels: basic, plus and premium.

Clark explained that the main categories are intended to work in the following scenarios:

• Dell: Intended for school, fun and work.
• Dell Pro: One step higher, for a professional degree in the environment managed by Information Technology (IT).
• Dell Pro Max: Maximum performance products for computer-aided design (CAD) engineering work.

Previously, Dell’s PC portfolio was made up of the following: Inspiron, XPS, G series, Vostro, ChengMing, Latitude, OptiPlex and Precision.

“Fundamentally, I believe this will allow us to accelerate innovation and expand our technological heritage across our entire PC product line,” Clark added.

The reduction of categories would also mean the reduction of Dell’s production lines; However, the firm did not provide details about this impact on its factories.

Dell is the third largest PC supplier in the world but in a market that is going down. According to Garhtner, a consulting firm specialized in IT, in the third quarter of 2024, a total of 62.9 million of these devices were shipped, a decrease of 1.3% compared to the same period in 2023.

In the case of Dell, it went from shipping 10.3 million units in the third quarter of 2023 to 9.9 million in the same period of 2024.

The technology company highlighted the Dell Pro Premium model, its first laptop with an OLED screen, which promises 20 hours of battery life, is integrated with Intel Core Ultra Series 2 to offer improved performance, and a standard eight-megapixel IR (infrared) camera. . This team was recognized at the CES 2025 innovation awards.

Dell and Clark pointed out that the brand’s commitment is to produce devices equipped with Artificial Intelligence, the trend of 2024 in the technological world and that, according to Dell Technologies’ predictions for 2025, it will expand its impact by integrating with other technologies. emerging technologies such as quantum computing, Intelligent Edge, Zero Trust security, 6G technologies and digital twins.