Dell unveils Apple-like rebrand in an attempt to make PCs cool again

Dell Technologies Inc. is re-branding its PCs in a manner reminiscent of Apple Inc.’s naming conventions in an effort by the computer maker to spur demand.

Decades-old product names for PCs such as “XPS” and “Inspiron” will be killed in favor of simplified branding around the word Dell in its new generation of devices, the company announced Monday ahead of CES, the annual consumer electronics show happening this week.