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Dell computers are getting all-new branding. Instead of familiar labels like XPS, Inspiron and Latitude (among others), the company’s laptops and desktops will simply be called Dell, with ...

They’re spiritual successors to outgoing Dell Latitude laptops. Dell’s XPS line, which has been a prominent name in premium laptops for years, is being replaced by new Dell Premium models.

I’ve seen some crazy tech re-branding exercises in my time (hi, Intel), but Dell’s latest move is absolutely staggering. The company’s performance-based XPS laptop line will no longer be called XPS ...