Named brands like XPS and Inspiron will now fall under performance categories. Plus, Dell expanded its partnership with AMD.

Dell COO Jeff Clarke said at a media briefing that the naming decision was based on research the company did with "tens of thousands of customers."

Dell executives say they want to make buying easier for consumers by simplifying the process. CEO Jeff Clarke stated that customers prefer names that are easy to remember and pronounce. The company says the decision is supported by research involving "tens of thousands of customers.