At CES 2025, Dell announced the discontinuation of its renowned laptop brands, including XPS, Inspiron, and Latitude, as part of a strategy to unify its branding. In their place, the company will introduce Dell, Dell Pro, and Dell Pro Max. This decision has sparked public backlash due to the potential confusion surrounding the generic name 'Dell.' Dell aims to simplify the purchasing process, which it describes as complex due to various factors like models and performance. The move reflects a shift towards standardization in the tech industry.