In a bid to streamline, Dell is dropping some of its most iconic laptop brands. At CES 2025 on Monday, the PC company announced that XPS, Inspiron, and Latitude are moving to a farm upstate. In their stead come Dell, Dell Pro, and Dell Pro Max. The move is a bid to create “unified branding” across the Dell portfolio.

The public backlash has been swift, with some pointing to the confusion of a model simply named “Dell.” The move finds the company abandoning memorable brands, in favor of adopting what has become a standard naming convention across the industry.

The company says it’s attempting to demystify the business. “Buying a PC can be a complex experience,” Dell notes, “with multiple factors to consider — brands, models, form factors, performance, graphics, storage and materials.”