Dell drops long-running XPS, Inspiron, and Latitude brands

Branding is important. Corporations spend millions of dollars every year to make sure that words like “Tacoma” and “Sleep Number” press the right buttons in your brain. And Dell has spent decades putting that same work in for terms like “XPS,” “Inspiron,” and “Latitude.”

Starting in 2025, though, Dell laptops and desktops will just be… Dell. “There’s just one brand,” said executive Sam Burd. “Dell.”

Dude, it’s just Dell

Before I get into editorializing, let me clear a few things up.