Dell has confirmed that it will be downgrading its XPS brand to a sub-brand in a move aimed at simplifying its ranges, after concerns were raised over a possible conflict between itself and Dell's other gaming brand, Alienware.Speaking to The Register, head of worldwide marketing at Dell, Mark Jarvis said: "You'll soon see high-end Inspiron XPS [laptops] and high-end Studio XPS machines."
His comments confirm speculation back in May that the firm would move the brand away from gaming and towards high-end creative and production customers, as reported by PC Retail.
Jarvis also said that there would be further "brand consolidation to come" within the company's various brands, suggesting that existing XPS gaming systems may be either phased out or rebranded under its Alienware moniker.
Advertisement
Related Stories
- Vendor job cuts rumoured to be on the way May 21st 2012 at 1:21PM
- Consumer caution returns as the Christmas holiday ends Feb 7th 2012 at 1:55PM
- Alienware slims it down with X51 desktop Jan 18th 2012 at 7:10AM
- CES 2012: Dell's new ultrabook, the XPS 13. Jan 12th 2012 at 7:01AM
- Dell exits the netbook market Dec 19th 2011 at 6:32AM
- Dell: the PC is not dead Sep 19th 2011 at 2:47PM
- Dell channel boss Paul Harrison moves on Sep 6th 2011 at 1:55PM
- Dell Latitude XT3 notebook tablet hybrid nears launch Aug 9th 2011 at 9:15AM
- Apple tech support takes a dip in new consumer study Aug 2nd 2011 at 3:15PM
