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Why do the new UltraHD monitors need to have the same name as previous Dell monitors? It's just a name. In fact, UltraSharp vs UltraHD seems like a great way to distinguish between 4K+ and lower res monitors, while still making both seem "good" to consumers.

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Ultrasharp is to Dell monitors what "MacBook Pro" is to Apple laptops. Dell clearly intends, with their 24/32 vs cheaper 28, to have pro quality and mainstream quality displays both at UltraHD/4k resolution the same way they have both pro quality 1080p (ultrasharp) and cheap crappy 1080p (not ultrasharp).

It is unfortunate for dell that the 2160p resolution got labeled something so similar to their existing brand.

Sure. But as someone who has owned several Ultrasharp monitors, I don't feel that it would hurt their brand to come up with a different differentiator for 4K monitors. The brand is Dell, not Ultrasharp. I can almost guarantee that anyone who even knows what Ultrasharp means would be the kind of people to research the specs of a monitor before buying it anyway. So maintaining that 'brand' across all their high-end monitors just doesn't seem necessary.

You don't just toss out branding. When was the last time Apple, king of branding, casually discarded a branding?

Macbook

Macbook Pro

Mac Pro

These names have been with us for, what, nearly a decade?

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