The computer giant is ditching decades-old sub-brands in favor of ones nearly identical to Apple’s. They’re derivative, but effective. There are surely many reasons that the parents of tech icon Michael Dell did not name him Inspiron or XPS.

This rework marks a major shakeup for Dell's PC naming schema, which has used the Inspiron, XPS, Latitude, and Precision monikers since the 1990s. In consolidating its branding, Dell hopes to make it easier for consumers to figure out which device will best match their needs, streamlining the oft-complicated experience of buying a PC.