Dell Pro, Dell Pro Max… Dell transforms its entire range of laptops with a new naming

Is it said that AI is the greatest productivity innovation in the history of computing? This was staunchly supported by Michael Dell, CEO of Dell Technologies, when announcing the lineup of the eponymous manufacturer last December. Whether we like it or not, artificial intelligence sprinkled all the technical sheets and other bullet points in this presentation. It feels like we’re repeating ourselves every time. keynote of its kind, but the future of AI will certainly rely on local data, but its concrete uses – email summaries or scheduling appointments – will at best serve as a sticking plaster in disorganized corporate cultures that rely on micromanagement interference, at worst yet another fire to manage for tomorrow’s hallucinations.

Max Puissant is a name that makes you dream…

Fortunately, unlike its neighbor Acer among others, Dell has not shoehorned the acronym AI into its new range of laptops. No, the inspiration here clearly comes from California – from Cupertino to be more precise. See instead: no more Inspiron, Latitude and others, Dell is making a clean slate and focusing its laptop offering on a few shorter marketing suffixes.

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The approach is daring, for sure: throwing around several brand names, some of them well established among informed consumers, will take some time to adapt. Even within the editorial team, this new naming is a source of confusion, even though the main product categories are ultimately quite simple to assimilate. There are three of them: Dell, Dell Pro et Dell Pro Maxeach dedicated to a different market. They all share the same three ranges (standard, Plus and Premium) with increasing levels of functionality and price segments. Another common point: the first wave of laptops marketed will run on Intel, before the arrival of AMD models in a second phase.

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The entry level will begin on February 18 in the United States with the release of the Dell Plus lineup, including two different formats (Dell 14 Plus and Dell 16 Plus) in standard or 2-in-1 version. It will aim to replace the Inspiron Plus offer, with a price placement still oscillating around $1000, and will be designed for content consumers, opting for the most efficient Core Ultra series 2 processors.

Pro time

No details have been communicated for future standard Dell laptops… But the transition is obvious to talk about the XPS series, very appreciated for its power and mobility since its arrival in the early 90s. Concerned not to to shake up an already very strong brand, Dell tempers and keeps the three-letter name; at least until next summer. We will then no longer talk about XPS, but rather about Dell Premium.

Ultimately, it is the Dell Pro range which will market the most models in the first part of 2025. Designed for professionals without exclusively targeting the business market, it will take the place of the Latitude laptop PCs. Common promises unite them: increased portability through autonomy and robust construction, advanced connectivity, and versatility with artificial intelligence software suites by integrating the famous NPU (Neural Processing Units) calculation modules.

It’s the Dell Pro Premium series, the most high-end third party, which gets the ball rolling today. Available in 13 and 14 inch formats, the North American brand claims that it is the laptop the lightest of the Pro offer – a little over 1 kg in the scale – and announces an autonomy of 21.2 hours according to its internal tests.

Things are considerably simplified for the Dell Pro Max line of portable workstations, the brand’s high-end slice at the highest level of performance. It will logically replace the Dell Precision, with two 14 and 16 inch models planned for later this year, and also sharing the latest generations of teams’ CPUs. blue et red – in addition to an Nvidia RTX 20 series GPU.

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