Dell is reversing course and resurrecting its iconic XPS laptop brand, a move analysts are interpreting as a direct response to lackluster market performance following last year's rebranding efforts. Shares of Dell are up 3.2% in after-hours trading following the announcement, signaling investor confidence in the renewed focus on the XPS line, according to early estimates. The new XPS 14 and 16 models, unveiled at CES 2026, represent a complete redesign and address many user criticisms of the previous generation.
Acknowledging the Misstep: 'Getting Back to Our Roots'
Last year's decision to replace the XPS moniker with generic "Premium" branding was widely criticized, with many arguing it diluted the brand's established reputation for excellence. The Verge reports that Dell is "eating humble pie" with this reversal. COO Jeff Clarke admitted the error, stating, "We’re getting back to our roots," during a CES media preview, a sentiment echoed by Engadget's Sam Rutherford, who noted the company is finally acknowledging past criticisms. Dell’s new naming strategy was intended to simplify its product portfolio, but it failed to deliver on that original goal, and also created confusion with its Dell Pro line of enterprise products.
The revamped XPS lineup will feature key improvements, including the return of physical function keys and segmented touchpads, addressing long-standing user complaints. The Verge notes that the new laptops even feature the XPS logo prominently on the lid, a clear indication of Dell's renewed commitment to the brand. Furthermore, the XPS 14 and 16 will be powered by Intel's next-generation Panther Lake Core Ultra Series 3 processors, with the displays sporting a new 1Hz refresh rate option for improved battery life, according to Tom's Hardware.
What to Expect: Models and Pricing
Dell is planning a comprehensive XPS portfolio, including a redesigned XPS 13, touted as the thinnest and lightest model to date. While specific pricing details are still emerging, the initial XPS 14 and 16 models are slated to launch in select configurations later this month. Market analysts, including those at JP Morgan, are cautiously optimistic. Initial reports suggest the lack of dedicated GPU support in the new XPS 14 and 16 might limit its appeal to some power users, according to XDA Developers. Dell is clearly aiming to win back market share and reaffirm its position in the premium laptop segment. How consumers will react to the new models remains to be seen, but the initial response suggests a positive trajectory for the company's stock in the coming quarters.