Dell Brings Back XPS Laptops After Rebranding Misstep

What Went Wrong With Dell’s Big Rebrand

Last year, Dell made the bold decision to retire all its familiar PC brands, including the iconic XPS line, in favor of a simplified naming scheme. The company rebranded its laptops under generic labels like Dell, Dell Pro, and Dell Pro Max, hoping to reduce confusion. In reality, the move backfired and actually made the lineup more confusing. Industry observers dubbed it an unforced error, especially as Dell’s PC market share slumped over 2025.

By focusing almost exclusively on high-end, premium models, Dell had neglected a huge swath of the market and alienated loyal customers who had grown attached to brands like XPS. The result was a visible decline in consumer and enterprise market share, alongside a slight drop in overall PC revenue while competitors continued to grow.

A Course Correction from Dell

Recognizing the misstep, Dell’s leadership began to course-correct. Chief Operating Officer Jeff Clarke, who took over oversight of the PC division in late 2025, admitted the company had drifted off track by catering too heavily to the premium end of the market, a shift that contributed to slipping market share. He acknowledged that dropping the XPS brand was a mistake that upset some of Dell’s most passionate users.

During a CES preview, Clarke openly apologized to customers, saying: “I owe you an apology. We didn’t listen to you. You were right on branding,” a rare public acknowledgment of the backlash that followed Dell’s decision to drop the XPS name. That humility was paired with action. At CES 2026 in Las Vegas, Dell announced it would broaden its PC portfolio and officially revive the XPS line as part of a broader effort to regain momentum.

The XPS Revival at CES 2026

Dell returned to CES with news many longtime fans were hoping to hear: XPS is back. The company unveiled the redesigned XPS 14 and XPS 16, marking a clear reversal of its controversial rebranding. These new models represent more than a name change. They reflect a direct response to years of feedback from reviewers and everyday users.

One of the biggest changes is the return of physical function keys. Dell scrapped the capacitive touch row that frustrated users in recent generations and brought back traditional keys that work reliably in all lighting conditions. The seamless glass trackpad remains, but it now features etched borders and subtle lighting cues so users can clearly feel where it begins and ends. In another symbolic shift, Dell placed the XPS logo on the lid of the laptops for the first time, replacing the Dell logo and signaling a renewed commitment to the brand’s identity.

Dell XPS 14 & XPS 16 (2026) Key Specifications

How Much is Dell XPS 14 & 16?

The Dell XPS 14 and XPS 16 go on sale in the United States on January 6, 2026. Initial configurations start at $2,049.99 for the XPS 14 and $2,199.99 for the XPS 16. Dell has confirmed that more affordable configurations, including models priced under $2,000, will arrive in the following months.

Looking ahead, Dell plans to expand the revived XPS lineup further. A new XPS 13 is scheduled to launch later in 2026 and is expected to be the thinnest and lightest XPS ever, as well as the most affordable. Dell has also hinted at additional XPS devices across different price points and form factors, suggesting the brand will once again play a central role in the company’s consumer strategy.

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