At a media preview for CES 2026, Dell COO Jeff Clarke admitted the company made a mistake when it killed off the XPS brand. Here's what the company is doing now to fix things.
At a media preview for CES 2026, Dell COO Jeff Clarke admitted the company made a mistake when it killed off the XPS brand. Here's what the company is doing now to fix things. (Sam Rutherford for Engadget)
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.
The first two new XPS machines will be the XPS 14 and XPS 16. (Sam Rutherford for Engadget)
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.
Another photo of the new XPS 14 and 16, which have a bunch of welcome changes and then some. (Sam Rutherford for Engadget)
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.
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