In a surprising reversal of strategy, Dell has officially resurrected its premium XPS laptop brand at CES 2026, just one year after retiring the iconic name. The company's leadership has openly acknowledged that last year's decision to replace distinct brands like XPS with a confusing array of "Dell," "Dell Pro," and "Dell Premium" models was a misstep. This announcement marks a significant course correction for Dell's consumer lineup, focusing on a return to premium design and clear branding with the launch of the new XPS 14 and XPS 16.
Dell's Branding Reversal and the Return of XPS
Dell's Chief Operating Officer, Jeff Clarke, candidly addressed the company's previous branding confusion during the CES 2026 reveal. He stated that the simplified "Dell" branding attempted to cover a vast consumer space with too many similar products, ultimately complicating the lineup for customers. The new strategy clearly delineates the market: the XPS name returns as the flagship "premium consumer" brand, while other lines will cater to base consumer and entry-level segments without the convoluted "pluses, minuses, squares" nomenclature. This move signifies Dell's commitment to re-establishing XPS as its premier laptop line, complete with the logo prominently stenciled on the laptop lid for the first time.
Dell's Branding Strategy Timeline
- CES 2025: Dell retires the XPS, Inspiron, and Latitude brand names. Replaces them with generic "Dell," "Dell Pro," "Dell Premium" labels.
- CES 2026 (January 5): Dell announces the return of XPS as its premium consumer brand. Admits the previous naming scheme was a mistake and too complicated.
- Going Forward: XPS is the flagship premium line. Non-XPS "Dell" laptops will serve the base consumer and entry-level markets without complex sub-branding.
Specifications and Core Features of the New XPS Models
The revived XPS series debuts with two core models, the XPS 14 and XPS 16, both built on a new, ground-up design. They are powered by the latest Intel Core Ultra Series 3 processors (with mentions of up to X7 or X9 chips for enhanced GPU capabilities) paired with Intel Arc integrated graphics. Memory and storage options are robust, supporting up to 64GB of LPDDR5x RAM and up to 4TB of storage. A key highlight is the display technology; both models offer a choice between high-resolution OLED panels (2.8K on the 14-inch, 3.2K on the 16-inch) or 2K LCD screens, all protected by Gorilla Glass.
Key Specifications Comparison: XPS 14 vs. XPS 16
| Feature | XPS 14 | XPS 16 |
|---|---|---|
| Starting Weight | 1.36 kg (~3 lbs) | 1.65 kg |
| Processor | Intel Core Ultra Series 3 (up to X7/X9) | Intel Core Ultra Series 3 (up to X7/X9) |
| Graphics | Intel Arc Integrated Graphics | Intel Arc Integrated Graphics |
| Max RAM | Up to 64GB LPDDR5x | Up to 64GB LPDDR5x |
| Max Storage | Up to 4TB | Up to 4TB |
| OLED Display | 2.8K option | 3.2K option |
| LCD Display | 2K option | 2K option |
| Battery | 70Wh | 70Wh |
| Initial Price (Jan 6) | From USD 2,049 | From USD 2,199 |
| Wider Availability | February 2026 (configs under USD 2,000) | February 2026 (configs under USD 2,000) |
Design Philosophy: Thinner, Lighter, and More Repairable
Dell has pursued a "back to basics" yet refined approach with the new XPS's physical design. The laptops feature a unibody CNC aluminum construction with integrated sidewalls for improved durability, resulting in the thinnest and lightest XPS models to date. The XPS 14 starts at approximately 1.36kg (3 pounds), while the XPS 16 begins at around 1.65kg. A major win for users is the significant improvement in repairability. Dell has incorporated an easy-to-remove keyboard, modular USB-C ports, and other user-replaceable components, addressing a common critique of modern premium laptops.
Addressing Past Criticisms and User Experience
Learning from feedback on previous generations, Dell has made several user-centric changes. The controversial glowing capacitive touch function row has been replaced by a traditional, physical function key row, a move that improves accessibility and tactile feedback. The company has retained signature design elements like the seamless glass trackpad and the squared keyboard keys, though the latter's island-style design with no spacing between keys may still polarize users. Battery life is a focus, with Dell employing higher-density 70Wh battery cells and software optimizations like smart display refresh scaling to maintain runtime despite the thinner profiles.
Pricing, Availability, and Future Models
The new XPS laptops will be available in a phased launch. Limited configurations of both the XPS 14 and XPS 16 go on sale on January 6, 2026. Initial pricing for these first models starts at USD 2,049 for the XPS 14 and USD 2,199 for the XPS 16. Dell has indicated that more configurations, including entry-level models priced under USD 2,000, will become available in February 2026. A more affordable XPS 13 model is confirmed to be in the pipeline for release later in the year, completing the revived lineup. This staged rollout allows Dell to cater to both high-end buyers immediately and more budget-conscious consumers shortly after.