HP simplifies PC range with new AI laptop branding

HP has announced a new collection of laptops that focus on artificial intelligence (AI). This launch comes during the Amplify 2025 event, where HP revealed its updated branding for its laptop range. The company has made changes to its naming structure. The former 800 and 600 Series laptops are now called EliteBook 8 and EliteBook 6. The 400 Series has been renamed ProBook 4. The ZBook brand also saw updates, with the Firefly models now called ZBook 8 G1i and G1a, depending on the processor used. This rebranding follows similar moves by Dell. Earlier this year, Dell simplified its lineup by introducing a new "Pro" name for its laptops, replacing older brands like Latitude that have been around since 1994. Dell's changes have been significant, as they aim to align with the AI trend. Although HP's rebranding is not as extensive as Dell's, it represents a notable shift. The new names are designed to be easy for consumers to understand. For example, in the new EliteBook range, buyers can distinguish between models by size, processor type, and AI capabilities. There is ongoing debate about the necessity of such rebranding. Some industry leaders, like Tom Butler from Lenovo, believe that keeping a consistent naming convention helps clarity for consumers. Lenovo opts to maintain its established series and names, standing by its brand equity. Overall, HP’s changes reflect a broader industry trend towards simplifying product lines in response to the growing importance of AI technology.