On Monday, Dell Technologies Inc. (NYSE:DELL) announced a major rebranding of its personal computers, aiming to boost sales by adopting a simplified naming strategy similar to Apple Inc. (NASDAQ:AAPL).
What Happened: The company has decided to retire long-standing product names like "XPS" and "Inspiron" in favor of a streamlined approach centered around the Dell name.
The rebranding is part of Dell's strategy to make its products more appealing and less confusing for consumers. The new lineup will feature three tiers: Dell, Dell Pro, and Dell Pro Max, echoing Apple's naming conventions.
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The rebranding is also part of a broader effort to encourage PC upgrades, with AI-optimized systems and the end of support for Microsoft Corp.'s (NASDAQ:MSFT) Windows 10 as potential catalysts.
Notably, Dell's gaming brand, Alienware, will not be affected by the rebranding. The new Dell-branded devices will incorporate neural processing units to improve AI capabilities.
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Why It Matters: In November 2024, Dell announced earnings of $2.15 per share for the third quarter, surpassing the analyst consensus estimate of $2.05.
However, the company's quarterly revenue totaled $24.37 billion, falling short of the expected $24.65 billion, though it represented a growth from the $22.25 billion recorded during the same quarter last year.
In the third quarter of 2024, Dell's share of global PC shipments dropped to 15.7%, down from 16.7% in the previous quarter. The company remains the third-largest PC vendor worldwide, trailing behind Lenovo and HP, according to Statista.
Price Action: Dell's stock fell by 2.72% on Tuesday, ending the day at $121.27. However, the stock bounced back in Wednesday's pre-market session, increasing by 1.3% to $122.85, according to Benzinga Pro data.
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Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
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