Dell's decision to revive its XPS laptop brand at CES 2026 marks a significant turnaround for the company, which had previously abandoned the iconic name. The move is seen as a bold step towards regaining its footing in the competitive PC market.
By bringing back the XPS moniker, Dell aims to rekindle the magic that made its previous-gen models so beloved. The brand's signature focus on excellent design, quality engineering, and top-notch performance has been evident in the past decade, earning it a reputation as one of the best Windows laptops available.
However, the company's decision to replace XPS with a generic "premium" label last year was met with skepticism by many fans. The move seemed like a step backwards, diminishing the value proposition that made XPS so desirable.
The new strategy now aims to restore the brand's identity and provide clarity for consumers. Dell will be launching its broadest PC portfolio yet, including an all-new version of the XPS 13, and overhauling its XPS 14 and XPS 16 lines. The company is also retooling internally, with the consumer device team reporting directly to COO Jeff Clarke.
One notable change is Dell's decision to eliminate seamless all-glass slates in favor of segmented touchpads. This move is seen as a nod to criticism from fans who felt that the previous design was too sleek and soulless.
The XPS brand will once again be at the forefront of Dell's consumer portfolio, with its logo prominently displayed on every laptop. The company has also reaffirmed its commitment to producing "great products," as stated by Clarke in his CES 2026 keynote address.
While it remains to be seen how this new strategy will pan out, one thing is clear: Dell's willingness to learn from its mistakes and adapt is a positive sign for the brand's future. The company's revival of XPS at CES 2026 marks a promising chapter in its journey towards redemption.
By bringing back the XPS moniker, Dell aims to rekindle the magic that made its previous-gen models so beloved. The brand's signature focus on excellent design, quality engineering, and top-notch performance has been evident in the past decade, earning it a reputation as one of the best Windows laptops available.
However, the company's decision to replace XPS with a generic "premium" label last year was met with skepticism by many fans. The move seemed like a step backwards, diminishing the value proposition that made XPS so desirable.
The new strategy now aims to restore the brand's identity and provide clarity for consumers. Dell will be launching its broadest PC portfolio yet, including an all-new version of the XPS 13, and overhauling its XPS 14 and XPS 16 lines. The company is also retooling internally, with the consumer device team reporting directly to COO Jeff Clarke.
One notable change is Dell's decision to eliminate seamless all-glass slates in favor of segmented touchpads. This move is seen as a nod to criticism from fans who felt that the previous design was too sleek and soulless.
The XPS brand will once again be at the forefront of Dell's consumer portfolio, with its logo prominently displayed on every laptop. The company has also reaffirmed its commitment to producing "great products," as stated by Clarke in his CES 2026 keynote address.
While it remains to be seen how this new strategy will pan out, one thing is clear: Dell's willingness to learn from its mistakes and adapt is a positive sign for the brand's future. The company's revival of XPS at CES 2026 marks a promising chapter in its journey towards redemption.
i mean, who didn't love those sleek designs and top-notch performance back in the day? it's like they're taking all the best parts of their old strategy and updating them for 2026 
. i've got to admit, the generic "premium" label last year was a bit meh... i'm so glad they're going back to their roots with clear branding and product lines 
. segmented touchpads? yes please! no more soulless all-glass slates for me 
. fingers crossed this new strategy brings the xps brand back to its former glory 
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. i'm curious to see how they'll execute on this new strategy, especially with the revamped design changes like ditching the all-glass slates for segmented touchpads 
. hope it's not just a marketing gimmick and that they actually listen to their fans' feedback 
. one thing's for sure, dell needs to prove themselves again after that weird premium label fiasco 
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, seems like a solid move to me. also curious to see how the new xps 13 will compare to the old one 
. Fingers crossed Dell can deliver on their promises and show us what they're really capable of! 
. And can we talk about how Dell is revamping its whole PC portfolio? it's like they're trying to give Windows laptops some serious competition 
. Plus, Jeff Clarke's commitment to producing "great products" is music to my ears 
. I'm low-key excited for the new XPS 13 and the fact that they're putting their logo front and center on every laptop. it's like Dell is saying "we've got this, we know what our fans want" 
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now they're actually putting some thought into it and making laptops that actually feel premium 
this is a great move for the brand and i'm hyped to see what they have in store 
but the thing is, they kinda messed up by using that generic "premium" label last year. it's all about perception and if you wanna sell a product, you gotta make it sound premium 
anyway, seems like they've listened to their fans and are gonna stick with the original xps vibe 
. They gotta bring the heat with those laptops, not just slap some new logos on old designs 
. Time to make XPS shine again 