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Dell kills the XPS brand
Say hello to devices like the Dell Pro Max 16 Plus.
The tech industry’s relentless march toward labeling everything “plus,” “pro,” and “max” soldiers on, with Dell now taking the naming scheme to baffling new levels of confusion. While this is a substantial brand restructuring for one of the world’s biggest PC manufacturers, Dell isn’t tossing the old names out all at once. When I asked Dell for confirmation that the new branding means names of popular lines like XPS will be phased out, Frank Cestone, public relations for consumer and gaming at Dell, said, “It will be a journey, but we’re taking the necessary steps to make this as easy as possible for customers on day-one and we know it’ll only get easier once the transition is fully complete.”
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