Dell is officially resurrecting its iconic XPS laptop brand in 2026, admitting that last year's rebranding effort was a mistake. The company had replaced the renowned XPS name with generic labels like 'Premium' and 'Plus,' a move that stripped away decades of brand equity and confused consumers. According to Dell COO Jeff Clarke, this pivot is about 'getting back to our roots.' The new strategy aims to simplify the product portfolio while clearly distinguishing between consumer and enterprise lines.

The 2026 lineup will feature an all-new XPS 13, redesigned XPS 14 and 16, and two additional unannounced models. Crucially, Dell is addressing user feedback by returning to segmented touchpads and physical function keys. This strategic reversal highlights the importance of brand identity in the competitive Windows laptop market and signals a renewed focus on the consumer flagship.