Dell's execs say Apple doesn't own branding words like 'pro' and 'max,' so they can use them too

Dell COO Jeff Clarke said at a media briefing that the naming decision was based on research the company did with "tens of thousands of customers."

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• Dell is ditching its old naming system for PC products.
• The company is dividing its PC line-up into three categories: Dell, Dell Pro, and Dell Pro Max.
• Dell executives said Apple didn't own the words "pro" and "max" when asked about the similar names.

Tech giant Dell has announced a new naming system for its PC line-up.