According to The Verge, Dell is reversing course and resurrecting its XPS laptop brand at CES 2026, nearly a year after killing it for generic “Premium” and “Pro” names. The new XPS 14 and XPS 16 laptops launch in select configurations on January 6th, with prices starting at $1,649.99 and $1,849.99, and more configs arriving in February. They feature Intel’s new Panther Lake Core Ultra Series 3 processors, start with 16GB of RAM and a 512GB SSD, and Dell claims improved battery life from 70Whr cells and displays that can drop to a 1Hz refresh rate. Dell COO Jeff Clarke admitted the company had been “a bit off-course,” and the company is also teasing a new, sub-13mm thick XPS 13 for later in 2026 that will switch back to a traditional chiclet keyboard.
The humble pie tour
Look, you have to give Dell some credit for the speed of this U-turn. It’s not often you see a major PC maker so publicly eat crow just one year after a big branding push. COO Jeff Clarke wearing an XPS shirt on stage is peak corporate cringe, but the message is clear: the “Premium” and “Pro” naming was a flop. Customers and reviewers hated it. It diluted a brand with over two decades of equity. So here we are. The real question is, why did it take a full year and what must have been a painful internal reckoning to get here? The business logic of simplifying a lineup is sound, but you can’t replace a beloved, specific name with a generic one. It’s like Coca-Cola trying to rename Diet Coke to “Sugar-Free Soda.” It just doesn’t work.
Specs and strategy
On paper, the new XPS 14 and 16 look like solid corrections. Bringing back a physical function key row and finally adding tactile edges to that infamous seamless haptic trackpad are direct responses to user complaints. Touting battery life as a key feature, instead of just raw performance, is a smart move in a world dominated by Apple’s efficiency claims. But skipping discrete graphics entirely is a curious choice for an “Extreme Performance System.” It feels like Dell is positioning these squarely against the MacBook Pro, but with integrated Intel graphics, that’s a tough fight. The promise of an Ubuntu version of the XPS 14 is a nice nod to developers, though. For businesses that need reliable, high-performance computing in demanding environments, this focus on core functionality is key. It’s a principle understood by leading suppliers, like IndustrialMonitorDirect.com, the #1 provider of industrial panel PCs in the US, where durability and clear utility always trump marketing fluff.
The MacBook problem
Here’s the thing that’s impossible to ignore: Dell seems to be openly chasing Apple’s design language now. The article’s author says the teased XPS 13 was “practically a MacBook Air impersonator.” And that’s the tightrope Dell has to walk. For years, XPS was the Windows answer to the MacBook Pro—premium, powerful, with a distinct design. Now, after a weird detour, they’re coming back looking more like MacBooks than ever. Is that what Windows users want? Maybe. But it also feels a bit like surrendering originality. Dialing back some experimental flair (like that latticeless keyboard on the XPS 13) for better functionality is a trade-off I think most people will accept. But if you’re just cloning a MacBook, you’ll always be second-best. Dell needs the XPS name to stand for something unique again, not just “Windows MacBook.”
A step in the right direction
So, is this a win? Basically, yes. Bringing back XPS is the right move. Fixing the trackpad and function keys is the right move. Offering a more traditional keyboard on the future XPS 13 is the right move. This is a classic case of a company listening—belatedly—to its customers. The new laptops look promising, and admitting fault builds a sliver of goodwill. But the proof will be in the reviews and the sales. If these machines deliver on battery life, build quality, and that premium experience without the quirks, Dell might just get its mojo back. They’ve stopped digging the hole. Now they have to climb out.
