When Dell made the decision to kill off its XPS laptop name last year, it felt like a big mistake. We said so, in fact, multiple times. But at CES 2026, the company is righting its past wrongs by resurrecting the iconic laptop brand — and this time, this decision feels like the right move both for Dell as a whole and its flagship consumer devices.
Even more than the words the letters XPS are meant to represent (Extreme Performance Systems), over the last decade, Dell’s signature laptop brand stood for excellent design, quality engineering and top notch performance. And it was precisely those laptops that landed the company at the top of nearly every best Windows laptop guide every year for the last decade. So to replace XPS with a generic tag like premium felt like a big step backwards.
Now if you were living under a rock (at least when it comes to Windows laptops), you can sort of squint your eyes and see the reasoning behind Dell’s misguided rebranding. Premium means good, typically something much better than average. By putting that word in front of its top-tier systems, there’s no way anyone could be confused about what kind of device they were buying, right? Take for example the Dell Premium 14, which was the new moniker for what was previously called the XPS 14. A laptop like that has to be decent. I mean, it’s right there in the product name. The issue is that XPS already meant good. Actually, way better than that, if we were just going by the sheer number of accolades previous-gen models got, like Dell’s 2020-era machines which we called practically perfect (which it was). Going away from that wasn’t just reductive, it was throwing the best part of Dell’s consumer business in the trash for no real reason.
Additionally, Dell’s new naming strategy was intended to simplify its product portfolio, and it failed to deliver on that original goal. COO Jeff Clarke was refreshingly honest about this when announcing the return of XPS at a CES media preview in early December. Not only did Dell lose its signature XPS brand last year, it actually made things more confusing for consumers when it simultaneously created a full range of Dell Pro and Pro Max systems. Unlike Apple’s MacBook Pros and iPhone Pro Maxes, those devices were actually meant for enterprise customers instead of regular Joes.
Amidst its rebrand, the company also eliminated a lot of its budget and entry-level models. That left a lot of people turning to more expensive mid-range “Plus” systems or waiting for a proper redesign of its top tier Premium laptops, which weren’t expected to arrive until 2026 anyway.
So where is Dell going from here? Well as Clarke put it quite succinctly, “We’re getting back to our roots.” Starting in 2026, the company is planning to create its broadest PC portfolio ever including, a full line of XPS laptops. This includes an all-new version of the XPS 13, which is going to be the thinnest and lightest model to date, along with complete overhauls for the XPS 14 and XPS 16. But Dell isn’t stopping there because on a slide it showed at its press event, there were two additional placeholders for future XPS systems coming at some later date.
Even when it comes to specific features and components on individual models, Dell is finally acknowledging some of the criticism it has received over the past few years by returning to segmented touchpads instead of seamless all-glass slates and ditching capacitive function keys for good ‘ol buttons. Dell isn’t just bringing the XPS line back, it’s kind of on a revenge tour (even if the original wound was self-inflicted).
On top of that, the consumer device team will be reporting directly to Clarke while the company retools itself internally. Dell is also updating its naming scheme to finally deliver on the promise of making things clear and simple. XPS will once again be the company’s flagship consumer brand with the XPS logo (not Dell’s) front and center on the lid of every laptop, while everything else will fall under the general Dell umbrella. Alienware will continue to do its own thing for gaming and the Dell Pro family will remain aimed strictly at enterprise businesses, professional services (like first responders) and education. No more confusion. And underlying all of that is a very straightforward motto from Clarke that “great products win.”
In the end, even though Dell’s big plan from last year ended up being a mess, I appreciate when a company is self aware enough to know it messed up and has come up with a plan to fix things. Regardless of whether it's a corporation or a single person, admitting mistakes is always hard. Oftentimes, what you learn in the process is the real prize and from what I’ve seen Dell and its iconic XPS line is poised for a major comeback.
