Learn from Apple Inc. (AAPL.US)! Dell Technologies, Inc. Class C (DELL.US) is reshaping its PC brand name, "XPS," becoming history.

Dell Technologies, Inc. Class C plans to rename its personal computer (PC) brand in a similar naming convention to Apple Inc. in order to stimulate demand. The company announced on Monday ahead of the Consumer Electronics Show (CES) that it will be discontinuing the decades-old names like "XPS" and "Inspiron" for its new generation of products, and instead will simplify the branding around the term "Dell Technologies, Inc. Class C." Chief Operating Officer Jeff Clarke stated at the press conference, "Customers do like names that are easy to remember and pronounce." He mentioned that buyers shouldn't have to spend time "figuring out our naming convention, which can sometimes be a bit confusing." After a buying frenzy at the start of the pandemic, PC sales have been sluggish for years. Dell Technologies, Inc. Class C and its competitor HP Inc. have been trying new strategies to incentivize product upgrades. The catalyst for the upgrade trend is believed to be the artificial intelligence optimization systems and Microsoft Corporation ending support for the Windows 10 operating system. Now, most of Dell Technologies, Inc. Class C's new PCs will be categorized into three levels: Dell Technologies, Inc. Class C, Dell Technologies, Inc. Class C Pro, and Dell Technologies, Inc. Class C Pro Max. This naming convention is similar to Apple Inc.'s devices. The recent generations of Apple Inc. iPhones have also been named "Pro" and "Pro Max" to differentiate the higher-end devices. Executives at Dell Technologies, Inc. Class C defended this naming convention, stating that no one owns the rights to terms like "Pro" or "Max." Clarke mentioned that these decisions were supported by research from "tens of thousands of customers." Vice President of Dell Technologies, Inc. Class C's personal computer business, Kevin Terwilliger, stated that the similarity with Apple Inc.'s approach is that Dell Technologies, Inc. Class C anchors its products to a simple brand name. The gaming-focused PC brand Alienware, acquired by Dell Technologies, Inc. Class C in 2006, will not be affected by this rebranding. Terwilliger mentioned that many new Dell Technologies, Inc. Class C brand devices will be equipped with neural processing unitschips optimized for artificial intelligence tasks. CEO Michael Dell stated at the press conference, "There are currently 1.5 billion installed base of personal computers, and they are aging, these PCs will need to be replaced by AI innovations." The new name will "make it easier for customers to do business with us." As of the close of the U.S. stock market on Monday, Dell Technologies, Inc. Class C rose by 3.96%, reaching $124.66.