From pink leather laptops to hiring big name fashion designers, it's clear that they want the appeal of a luxury handbag, but are their efforts paying off?
Then latest attempt is this one from Dell - which seems to focused exclusively on portraying women with laptops. They're sitting in the middle of sunny fields, relaxing on couches, and sitting in rows and laughing, with seriously funky designed Dells on their laps.
According to Laura B on the Direct2Dell blog, Dell wants to "connect primarily with women". They also point out there's no intent to "stereotype or otherwise offend women."
Also, they've promised less pink in their product design.