In a dramatic reversal, Dell Technologies has officially resurrected its iconic XPS laptop brand at the CES 2026 event. This move comes just a year after the company controversially killed off the beloved line, a decision it now openly admits was a major strategic error.
A Public Apology and Course Correction
Dell's Chief Operating Officer, Jeff Clarke, set the tone for the announcement with a rare corporate mea culpa. He did not mince words, stating that Dell had gotten "off-course" with its PC business. Clarke's appearance at the event, notably wearing an XPS t-shirt, served as a symbolic gesture of regret for abandoning a brand that had consistently topped expert recommendation lists for years.
The failed experiment saw Dell replace the XPS name with generic labels like "Dell Premium" and "Dell Pro Max". This naming strategy was widely criticised for being confusing to customers and for seemingly mimicking Apple's product naming convention. The market's response was clear and punishing: Dell's PC market share declined throughout 2025, and models like the Dell 14 Premium failed to generate anywhere near the excitement or loyalty commanded by the XPS brand.
The New XPS 14 and XPS 16: Addressing Past Grievances
The revived lineup launches with two flagship models: the XPS 14 priced at $2,050 and the XPS 16 at $2,200. Dell has focused heavily on portability, making both laptops significantly lighter. The 14-inch model now weighs just 3 pounds, down from 3.8 pounds, while the 16-inch version has shed a full pound. At 14.6mm thick, these are touted as the thinnest XPS laptops Dell has ever produced.
More importantly, Dell claims to have listened to years of user feedback. The controversial touch-sensitive function keys, which were often invisible in sunlight, have been replaced by physical function keys. The flush trackpad, another point of contention, now features etched borders to define its edges clearly. In a nod to brand identity, the XPS logo has returned to the laptop lid, replacing Dell's standard branding.
Future Plans and Technical Specs
Looking ahead, Dell teased an XPS 13 model arriving later in 2026, promising an even thinner, lighter design at a more accessible price point. The current XPS 14 and 16 models are powered by Intel's new Panther Lake processors. They feature advanced variable refresh rate displays that can drop to as low as 1Hz for static content, a technology contributing to a claimed battery life of up to 40 hours.
After a humbling year marked by a poorly received rebrand and market share loss, Dell is making a significant bet. The company is staking its premium laptop future on the belief that the XPS name still holds substantial value and recognition among consumers worldwide, hoping this comeback restores its position at the forefront of the PC industry.
