Its not unheard of for tech companies to reverse a big marketing decision, but few have done soas quickly as Dell Technologies Inc. In early 2025, the companyannounced it would move away from its long-running XPS laptop branding in favor ofsimpler naming schemes like Pro and Max intended to appeal to a broader market of consumers accustomed toApple Inc.s naming strategy. By the following January, Dell realized it had made amistakeand quickly pivoted back.