Dell just rolled out a new line of AI PCs that promise top-notch performance while keeping things simple with their naming system. They’ve taken a page from Apple’s strategy, introducing three clear categories: Dell (the basic version), Pro, and Pro Max. This makes it easier for users to find what they need without sifting through complicated options.
On January 6, just before CES 2025 in Las Vegas, Dell announced a partnership with AMD, solidifying their commitment to innovation. Kevin Terwilliger, VP and GM of Dell’s Latitude and Docking business, shared that they aim to address core customer needs with these straightforward product categories.
The new lineup maintains familiar laptop sizes—13, 14, and 16 inches—but simplifies brand names by streamlining them into the new categories: Dell, Pro, and Pro Max.
The Dell tier targets students, personal users, and entry-level businesses. Pro includes more powerful GPUs from either Intel or AMD, plus NPUs for generative AI tasks. Pro Max is for professionals, featuring the option for AMD’s Threadripper processor, capable of handling demanding AI inference and training.
The initial devices in this naming structure are set to launch gradually through the winter. The Dell Pro 13/14 Premium and Pro 14 Plus became available on January 6, the Dell Plus will follow on February 18, and the Pro 13 Plus on February 25. The Pro Max and other Plus models will hit the market around March or April.
Dell also introduced two new 4K displays at CES, both aimed at professionals. The UltraSharp 32 and 27-inch Thunderbolt Hub Monitors will be available globally on February 25, while the Dell 32 Plus 4K QD-OLED Monitor, featuring AI-enhanced sound for entertainment, will be released on May 22.
In a noteworthy collaboration, Dell and AMD have teamed up for the first time, which means that Dell’s Pro tier will incorporate AMD Ryzen AI PRO processors. This move reinforces Dell’s focus on modern workflows and future AI demands, positioning their PCs as ideal solutions for enterprises. Meanwhile, Intel finds itself in the background, now associated with Dell’s lower-tier consumer products.
