Dell has taken a drastic step to regain its footing in the highly competitive laptop market. After killing off its iconic XPS brand last year, the company has come to its senses and is bringing it back as part of its 2026 plans.
For those who missed it, Dell's decision to discontinue the XPS name was met with widespread criticism from fans and critics alike. The move was seen as a step backwards, as it eliminated excellent design, quality engineering, and top-notch performance that made XPS laptops stand out from the crowd.
The reasoning behind the rebranding was to simplify its product portfolio and create a more straightforward naming scheme. However, this effort backfired, leaving consumers confused about what kind of devices they were buying. Dell's attempt to replace XPS with a generic "Premium" label didn't quite cut it, as it failed to convey the same level of quality and performance that the original brand embodied.
Fast forward to CES 2026, and Dell has made a U-turn. The company is reverting back to its roots by reviving the XPS name for its flagship consumer laptops. This decision feels like the right move for several reasons.
Firstly, it's a nod to the loyal fan base that still holds high regard for the XPS brand. By bringing it back, Dell acknowledges its mistakes and gives its customers what they've been asking for – an iconic laptop brand that represents excellent design, quality engineering, and top-notch performance.
Secondly, the revival of XPS is a strategic move to regain market share in the competitive laptop space. With a broader PC portfolio on the horizon, including new versions of the XPS 13, XPS 14, and XPS 16, Dell is positioning itself for success in the coming years.
Lastly, this decision reflects a commitment to listening to customer feedback and learning from past mistakes. Dell's COO, Jeff Clarke, has stated that "great products win," which suggests a renewed focus on delivering exceptional products that meet consumer demands.
In the end, Dell's revival of XPS is a testament to its willingness to adapt and evolve. By acknowledging its mistakes and taking steps to correct them, the company is poised for a major comeback in the laptop market.
For those who missed it, Dell's decision to discontinue the XPS name was met with widespread criticism from fans and critics alike. The move was seen as a step backwards, as it eliminated excellent design, quality engineering, and top-notch performance that made XPS laptops stand out from the crowd.
The reasoning behind the rebranding was to simplify its product portfolio and create a more straightforward naming scheme. However, this effort backfired, leaving consumers confused about what kind of devices they were buying. Dell's attempt to replace XPS with a generic "Premium" label didn't quite cut it, as it failed to convey the same level of quality and performance that the original brand embodied.
Fast forward to CES 2026, and Dell has made a U-turn. The company is reverting back to its roots by reviving the XPS name for its flagship consumer laptops. This decision feels like the right move for several reasons.
Firstly, it's a nod to the loyal fan base that still holds high regard for the XPS brand. By bringing it back, Dell acknowledges its mistakes and gives its customers what they've been asking for – an iconic laptop brand that represents excellent design, quality engineering, and top-notch performance.
Secondly, the revival of XPS is a strategic move to regain market share in the competitive laptop space. With a broader PC portfolio on the horizon, including new versions of the XPS 13, XPS 14, and XPS 16, Dell is positioning itself for success in the coming years.
Lastly, this decision reflects a commitment to listening to customer feedback and learning from past mistakes. Dell's COO, Jeff Clarke, has stated that "great products win," which suggests a renewed focus on delivering exceptional products that meet consumer demands.
In the end, Dell's revival of XPS is a testament to its willingness to adapt and evolve. By acknowledging its mistakes and taking steps to correct them, the company is poised for a major comeback in the laptop market.
So i think dell made a pretty smart move bringin back xps lol they were gettin slammed for dissin the brand and now theyre makin amends 
. its all about listenin to customers & learnin from mistakes, you feel? 
Dell is like Tony Stark from Iron Man - they messed up but then came back stronger than ever! 
I'm not surprised about this U-turn, they should've listened to their fans all along 
. Dell is trying to make up for lost time by revamping their portfolio and focusing on what really matters - delivering high-quality products 
. It's not just about the money, it's about giving consumers what they want 
. With new models coming out, I'm hyped to see how this revamped XPS lineup is gonna stack up against the competition 
!
gotta see what changes they brought to the table btw is that new 4k display gonna be on all models? 
now its like dey r reviving it with all the bells & whistles...i mean who doesnt love a good icon 
. I think it's a smart move on their part, though - reviving the XPS name will definitely help them stand out in a crowded market 
. Fingers crossed this comeback thing doesn't end in flames 
It's iconic, it's classy, and it's synonymous with top-notch performance 
they literally took something that was already iconic and killed it just to "simplify" their portfolio... like what's wrong with having a few different labels? 
anyway i'm hyped to see them bring back xps, those laptops were always top notch 
. Fingers crossed for the new XPS 13, 14, and 16 models - can't wait to see what they bring! 
