According to Zhitong Finance APP, Dell Technologies (DELL.US) plans to rename its personal computer (PC) brand in a manner similar to Apple's (AAPL.US) naming convention to stimulate demand.

Dell announced on Monday, before the opening of the Global Consumer Electronics Show (CES), that it will eliminate the names of decades-old personal computer products like "XPS" and "Inspiron" in favor of a simplified brand name centered around the word "Dell."

Dell's Chief Operating Officer Jeff Clarke stated at a press conference, "Customers really like names that are easy to remember and pronounce." He asserted that buyers should not have to spend time "figuring out our naming convention, which can sometimes be a bit confusing."

After a surge in purchases during the early stages of the COVID-19 pandemic, personal computer sales have remained sluggish for years. Dell and its peer HP Inc (HPQ.US) have been trying new strategies to encourage users to upgrade their products. AI-optimized systems and Microsoft ending support for the Windows 10 operating system are seen as catalysts for the upgrade wave.

Now, most of Dell's new personal computers will be categorized into three tiers: Dell, Dell Pro, and Dell Pro Max.

This is similar to the naming convention of Apple devices. Recent generations of Apple iPhones have also been named "pro" and "pro max" to distinguish higher-end devices.

Dell executives defended this naming convention, stating that no one owns the rights to words like 'pro' or 'max'. Clarke mentioned that these decisions were supported by research involving 'tens of thousands of customers'. Kevin Terwilliger, Vice President of Dell's Personal Computer Business, stated that Dell's approach is similar to Apple's in that Dell anchors its products on a simple brand name.

The gaming-focused personal computer brand Alienware, which Dell acquired in 2006, is not affected by this name change. Terwilliger stated that many new Dell-branded devices will be equipped with neural processing units—chips optimized for AI tasks.

Dell CEO Michael Dell stated at a press conference: 'The current installed base of personal computers is 1.5 billion units, and they are aging. These personal computers will need to be replaced by AI innovations.' The new name will 'make it easier for customers to engage in trade with us.'

As of Monday's market close, Dell was up 3.96%, priced at $124.66.