Dell Faces Criticism for Borrowing Apple’s Naming Style in New PC Lineup

At a recent press launch, Dell faced unexpected mockery for its decision to adopt a naming strategy that closely mirrors Apple’s iPhone lineup. Dell’s revamped PC naming convention introduces three tiers—Dell, Dell Pro, and Dell Pro Max—raising eyebrows and prompting audience members to call out the similarity to Apple’s familiar branding.

Dell’s Attempt at Simplification Falls Flat

Dell’s Chief Operating Officer, Jeff Clarke, explained the move as an effort to make the company’s product names “easier to remember and pronounce.” He acknowledged that Dell’s previous naming system, which included sub-brands like XPS and Inspiron, was often confusing to consumers. However, instead of simplifying its lineup, Dell appears to have created a new level of complexity.

The new system divides PCs into the aforementioned three tiers, but within each tier, buyers must navigate additional subdivisions like Base, Plus, and Premium variants. For example, potential customers may find themselves weighing options like a “Dell Pro Plus” against a “Dell Pro Max Base.” The convoluted naming scheme has left many scratching their heads, wondering whether Dell’s changes will actually improve the buying experience.

Audience Reaction: “Aren’t You Just Copying Apple?”

If Dell had hoped its rebranding effort would go unnoticed, those hopes were quickly dashed. During the press launch, attendees openly questioned the originality of the company’s new naming convention.

“I am wondering why you guys didn’t choose something original, because you essentially have Apple’s branding here,” one attendee remarked.

Another attendee was even more direct: “Your branding sounds a lot like Apple—aren’t you just following them?”

This critique highlights a broader issue: Dell’s branding overhaul doesn’t just imitate Apple’s style—it also risks alienating tech-savvy consumers who value originality and clarity.

A Comedy of Errors: Pro Max Micro and Beyond

Adding to the confusion, Dell’s naming extends into absurd territory when it comes to its desktop PCs. Size labels like Micro and Mini are tacked onto already lengthy names, leading to cumbersome product titles such as “Dell Pro Max Micro Plus.” The result? A naming scheme that feels unnecessarily complicated and, as some have noted, laughably convoluted.

Tech outlets like Engadget have drawn comparisons between Dell’s new system and Apple’s overly complex Mac model names from the 1990s, such as the Macintosh Centris/Quadra 610 or the PowerBook Duo 280c. History shows that excessive complexity in product naming tends to alienate customers, rather than attract them.

A Missed Opportunity for Innovation

Dell’s decision to streamline its branding could have been a chance to distinguish its products in the crowded PC market. Instead, the company’s reliance on a familiar (and derivative) naming convention has sparked criticism and confusion. The backlash illustrates a fundamental lesson in branding: simplification should not come at the cost of originality.

Whether Dell can turn things around and refine its strategy remains to be seen. But for now, the tech giant has inadvertently found itself in the spotlight—not for innovation, but for imitation.