Dell un-retires its iconic XPS brand at CES 2026: "We're getting back to our roots"

After attempting a major branding overhaul of several of its major PC lines last year, Dell appears to have reversed course and is reviving the XPS brand at CES 2026.

"We're getting back to our roots with a renewed focus on consumer and gaming," Dell Technologies vice chairman and chief operating officer, Jeff Clarke, said in a statement. "XPS is back, better than ever."

Among the first devices to sport the restored moniker are the new Dell XPS 14 and XPS 16, as well as the return of the Dell XPS 13, which will come later this year.

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