Dell revives its XPS laptops after a boneheaded rebranding

Last year, Dell killed off all of its PC brands, including the iconic XPS lineup, and replaced them with a simplified naming scheme. It was a move meant to make it easier for people to discern between the company's many brands, but in reality, it just just made the company's lineup even more confusing. We called it an unforced error at the time, but after seeing how much Dell's PC market share fell over 2025, it's fair to say that rebranding was an absolute marketing disaster.

So, with its tail between its legs, Dell has returned to CES some welcome news for its fans: XPS lives! And the company plans to double-down on the brand in ways it never did before. Today, Dell revealed the new XPS 14 and 16 notebooks, which feature a more practical design than the previous ...