Dell's decision to discontinue the XPS branding last year appeared as a significant misstep, a view echoed in various critiques at the time. However, during CES 2026 announcements, the company is correcting course by reintroducing its renowned laptop series, a strategic shift that benefits both the firm and its leading consumer products.
Beyond the acronym for Extreme Performance Systems, the XPS lineup over the past ten years symbolized superior aesthetics, robust build quality, and exceptional capabilities. These machines consistently earned top spots in annual rankings of the finest Windows laptops. Substituting the established XPS label with a vague 'premium' descriptor represented a clear regression in brand identity.
For those unfamiliar with recent Windows laptop developments, Dell's rebranding logic might seem defensible at first glance. The term 'premium' suggests superior quality, far exceeding standard options, ensuring clarity for high-end purchases. For instance, the rebranded Dell Premium 14 replaced the former XPS 14, implying reliability through its name alone. Yet, XPS had long signified excellence, evidenced by the widespread praise for models from around 2020, which reviewers deemed nearly flawless. Abandoning this heritage not only diminished value but also discarded a core strength of Dell's consumer offerings without justification.
The rebranding aimed to streamline Dell's product lineup but ultimately fell short, complicating matters further. Dell COO Jeff Clarke addressed this candidly during a December media event ahead of CES. In addition to retiring XPS, the changes introduced Dell Pro and Pro Max lines targeted at business users, contrasting with consumer-oriented products like Apple's MacBook Pro or iPhone Pro Max.
As part of the overhaul, Dell phased out numerous affordable and beginner-friendly options, pushing buyers toward costlier mid-tier 'Plus' variants or delaying purchases until anticipated updates for the Premium series in 2026.
Looking ahead, Clarke summarized the direction as returning to foundational principles. From 2026 onward, Dell plans its most extensive PC assortment yet, featuring a revived XPS range. Highlights include a redesigned XPS 13 as the slimmest and lightest iteration so far, plus major refreshes for the XPS 14 and 16. The presentation also hinted at two unnamed future XPS models.
Dell is responding to recent feedback by reinstating divided touchpads over uniform glass surfaces and replacing touch-sensitive function rows with traditional physical keys. The XPS revival extends to a broader effort, addressing self-imposed setbacks through targeted improvements.
The consumer products division will now report straight to Clarke amid internal restructuring. Dell is refining its nomenclature for clarity: XPS reclaims its position as the premier consumer marque, with its distinct logo prominently displayed on device covers, while other categories consolidate under the Dell banner. Alienware persists independently for gamers, and the Pro series focuses on corporate clients, specialized professions such as emergency services, and educational institutions, eliminating prior ambiguities. Clarke's guiding principle remains that superior hardware prevails.
Despite the shortcomings of last year's initiative, it's commendable when a business recognizes its errors and implements corrective measures. Whether for organizations or individuals, owning up to flaws demands courage, and the insights gained often prove invaluable. Dell's XPS series now shows strong potential for a substantial resurgence.