Named brands like XPS and Inspiron will now fall under performance categories. Plus, Dell expanded its partnership with AMD.

Dell also isn’t doing away with the Alienware sub-brand, which it purchased in 2006. Alienware gaming models will, apparently, keep their specific names, such as “Area 51” and “m16.” Monitor names seem to be unaffected, too, so the “UltraSharp” line will still exist.

Dell is retiring some of its most recognizable laptop brands, including the beloved XPS, as part of a rebranding effort unveiled at CES 2025. The company announced that its new lineup will consist of three simplified categories: Dell,

This time around, the company held a full-on keynote with Michael Dell himself, where the firm announced that it's killing off all of its branding on its laptops, consolidating them into one brand. And the brand