Dell has claimed that its foray into personalised design is just the latest evolution in its heritage of allowing consumers to customise their PCs.
Speaking to PCR, general manager for Dell EMEA Phil Bryant said: "This is part of our heritage. If you think back to the early nineties, we called it customisation, but it was all about the inside of the box.
"As mobility became more and more important, the design became a reflection of your personal style, your personal expression, and this move came out of our heritage of giving customers exactly what they want."
To read the full interview with Dell's general manager for EMEA Phil Bryant, as well as director for EMEA consumer marketing David Clifton, click here.