Vendor goes after creativity market with repositioning of its high-end XPS brand.

Dell aims to take a bite out of Apple

Dell has announced that is to reposition its XPS brand slightly to include media creation uses such as video and image editing.

The move, which has seen the vendor sign a deal with Adobe to pre-install its range of creativity software including Premiere, Photoshop and Soundbooth on new XPS hardware, has been seen by many as Dell’s attempt to move into Apple’s stronghold of creative software.

However, Karen Plotkin, Dell’s director of consumer desktop marketing, said Dell had made the move because it is what its customers had indicated they wanted. "We’re looking at the customer who wants to get started easily," she said.

The package is initially being propositioned at the same market as Macs currently are; with the Adobe bundle on the Dell XPS 420 setting customers back $1,499 (£730).

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