The tech industrys relentless march toward labeling everything plus, pro, and max soldiers on, with Dell now taking the naming scheme to baffling new levels of confusion. The PC maker announced at CES 2025 that its cutting names like XPS, Inspiron, Latitude, Precision, and OptiPlex from its new laptops, desktops, and monitors and replacing them with three main product lines: Dell (yes, just Dell), Dell Pro, and Dell Pro Max. If you think that sounds a bit Apple-y and bland, youre right. But Dell is taking it further by also adding a bit of auto industry parlance with three sub-tiers: Base, Plus, and Premium.The new Dell product naming structure for 2025. Image: DellThat yields new products like the freshly announced Dell Plus 32-inch 4K QD-OLED monitor and Dell Pro Premium laptops. In the future, it means we can also expect product names like Dell Pro Max Plus. Since a laptop like the Dell Pro Premium comes in two sizes, 13-inch and 14-inch, their proper full names are Dell Pro 13 Premium and Dell Pro 14 Premium. Theyre spiritual successors to outgoing Dell Latitude laptops.Dells XPS line, which has been a prominent name in premium laptops for years, is being replaced by new Dell Premium models. So theyre part of the base-tier Dell line, at the Premium sub-tier.While this is a substantial brand restructuring for one of the worlds biggest PC manufacturers, Dell isnt tossing the old names out all at once. Existing products already launched under XPS, Precision, and other retiring brands will continue on as they are. But once theyre discontinued, theyll only be replaced by whatever Mad LibsOne of the current versions of the Dell XPS 13. Successor models will be called Dell 13 Premium. Photo by Joanna Nelius / The VergeUntil Dells lines are fully turned over, there may be even more confusion when, for example, customers are cross-shopping current XPS laptops with Dell and Dell Premium ones or when businesses have to consider a fleet of leftover Dell Precision notebooks or newer Dell Pro Max / Dell Pro Max Plus / Dell Pro Max Premium models.When I asked Dell for confirmation that the new branding means names of popular lines like XPS will be phased out, Frank Cestone, public relations for consumer and gaming at Dell, said, It will be a journey, but were taking the necessary steps to make this as easy as possible for customers on day-one and we know itll only get easier once the transition is fully complete.Simple names are nice, but the words plus, premium, pro, and max are so commonplace today its like theyre being stripped of all meaning. And Dell a company named after an actual person is stripping itself of some of its identity.