Branding is important. Corporations spend millions of dollars every year to make sure that words like “Tacoma” and “Sleep Number” press the right buttons in your brain. And Dell has spent decades putting that same work in for terms like “XPS,

Inspiron, XPS, and other Dell brands are going the way of the dinosaur it seems as the new Dell, Dell Pro, and Pro Max take their place.

Dell's iconic XPS brand will be retired this year, along with many of the other Dell sub-brands. But what's replacing them?