This slide is all kinds of hilarious - the target customer is such corporate speak.
'Marketing' and 'Sales' are not the same thing. Marketing more so should be about finding the mapping of customer needs to the products the company does or does not provide. So it isn't 'corporate speak'. It is the job of marketing to find the target markets. Don't have to be a large corporation to have a need to do marketing.
Dell has
nine laptop product lines. ( XPS , Lattitue , Inspiron , Alienware , G Series , Precision , Lattitute Rugged , Dell Edu , Chromebooks Enterprise. ) .
Shop & Compare Laptop Computers & 2-in-1 PCs. Shop high-performing XPS, Latitude, Inspiron & Precision laptops today. Free shipping on Dell.com
www.dell.com
An equally large increase over what Apple does for the number of desktop product lines.
XPS plus with non-physical function keys really isn't aimed as much at 'business users ' as it might have been 5-8 years ago.
That said, the more telling number there is the 241K Unit projection over 18 months. I doubt Apple would even 'green light' a laptop with that low a number. Apple is going to herd more customers into smaller number of categories to get better economies of scale. Dell gets some scale by just outsourcing some of their laptop options (and substantively get shared costs by sharing lots of design costs over mulitple vendors with reused design components and more 'badging' on the outer case over shared internals. ) .
Dell is perhaps a little misguided if they think Apple has the same labels they do. Pretty likely though they actually think they are coming at the "MBA and MBP " larger bucket with more than just one product. All of those other products aren't on this one slide.
I'm sure Apple has similar internal target customer descriptions that would be equal parts hilarious and horrifying to read. It's just funny to see it in black and white - what they think of us, you know beyond dollar signs.
There are user surveys when submit warranty/registration info. It doesn't necessarily have to be a "think you are" as opposed to something for more data driven, but simplified into a 'one liner'.
[ None of these 'target markets' are 100% perfectally segmented. Some business folks will buy XPS and some socail media folks will buy something outside the XPS category . Highly doubtful neither Dell or Apple or anyone else with a decent marketing dept thinks they have 100% homogenous filling of categories. ]
Also, target market position as compared to the ... checks notes ... M2 Air and M1 Pro. Oh dear ... a little delayed getting out to market were we?
Leaked slides are often not the latest breifing material. People to want to protect their sources tend to sit on stuff for a signifant amount of time before relessing when the there will be much less interest in trying to trace back the source of the leak. There is nothing here about Core Ultra Meotor lake either.
Current page for the Dell doesn't even have a "Raptor Lake" ( 13000 series) XPS 13 on it .
https://www.dell.com/en-us/shop/scc/scr/laptops/xps/appref=37868
There is a XPS 15 and a more stale 1200 XPS , but the 1300 series is gone.
These are pretty likely some Q1-Q3 2023 era slides that are just now making it out into the 'public'. It is relatively immaterial there is no M3 on there.