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Dell's execs say Apple doesn't own branding words like 'pro' and 'max,' so they can use them too

By Sports Wire on January 6, 2025

A Dell laptop on display at a Best Buy store.
Dell COO Jeff Clarke said at a media briefing that the naming decision was based on research the company did with "tens of thousands of customers."

Brandon Bell via Getty Images


  • Dell is ditching its old naming system for PC products.
  • The company is dividing its PC line-up into three categories: Dell, Dell Pro, and Dell Pro Max.
  • Dell executives said Apple didn't own the words "pro" and "max" when asked about the similar names.

Tech giant Dell has announced a new naming system for its PC line-up.

But that sparked some questions from people who attended a media briefing on Monday, who pointed out that Dell's new naming system seemed similar to a key competitor's.

Dell told reporters ahead of this year's Consumer Electronics Show that it was dividing its PC products into three categories: Dell, Dell Pro, and Dell Pro Max.

This replaces Dell's current system which features names like Inspiron, OptiPlex, and XPS. The company said at the briefing that the new names won't apply to its gaming brand, Alienware.

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