Dell XPS brand resurrection 2026: The U-turn after a year of naming chaos
Dell officially brings back the XPS branding for its premium laptops in 2026. After a failed experiment with generic naming, the Dell XPS brand resurrection 2026 marks a major pivot.
"It was obvious we needed to change."Dell Technologies just admitted that killing its iconic XPS brand in 2025 was a strategic misstep that didn't resonate with consumers.
The Strategic Reversal: Dell XPS brand resurrection 2026
According to Reuters, Dell officially resumed sales of its 14-inch and 16-inch XPS laptops today. This move comes exactly one year after the company scrapped its reputable product lines including Latitude, Inspiron, and Precision in favor of generic "Dell Pro" and "Dell Premium" labels.
Jeff Clarke, Dell's vice chairman and COO, confirmed the brand's return at a press event in New York City, previewing announcements for CES 2026. The attempt to simplify the portfolio into a "Pro Max" style hierarchy clearly failed to capture the brand equity that the XPS nameplate has built over decades.
Which brands are staying in the past?
While XPS is back, other fan-favorite brands like Latitude remain in limbo. Dell has not yet announced plans to resurrect its business or entry-level series, and it'll continue to sell the "Dell Pro" models alongside the newly reinstated premium line.
This content is AI-generated based on source articles. While we strive for accuracy, errors may occur. We recommend verifying with the original source.
Related Articles
At CES 2026, CEO Anthony Wood announced the Roku Howdy streaming service expansion. The $2.99 ad-free service is set to go off-platform to mobile and web.
Is the Samsung Ballie robot cancellation official? The AI robot was missing from CES 2026 as Samsung pivots it to an innovation platform.
Explore the new L'Oréal Light Straight revealed at CES 2026. Featuring infrared tech and a 320°F cap, it's the future of hair styling.
At CES 2026, Razer unveiled Project Motoko, an AI-powered headset with dual cameras. Learn how this prototype challenges smart glasses by putting AI in your ears.
At CES 2026, CEO Anthony Wood announced the Roku Howdy streaming service expansion. The $2.99 ad-free service is set to go off-platform to mobile and web.
Is the Samsung Ballie robot cancellation official? The AI robot was missing from CES 2026 as Samsung pivots it to an innovation platform.
Explore the new L'Oréal Light Straight revealed at CES 2026. Featuring infrared tech and a 320°F cap, it's the future of hair styling.
At CES 2026, Razer unveiled Project Motoko, an AI-powered headset with dual cameras. Learn how this prototype challenges smart glasses by putting AI in your ears.