"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?"
Dell resurrected the XPS laptop brand at CES 2026 after previously retiring it in favor of a generic 'Premium' naming strategy. XPS historically signified excellent design, quality engineering, and top-tier performance, and those models consistently led Windows laptop guides. Rebranding to 'Premium' diluted that strong identity and failed to simplify the product portfolio as intended. The 'Premium' label implied quality but lacked the prestige and recognition associated with XPS, exemplified by the Dell Premium 14 replacing the XPS 14. Reviving XPS restores a distinct flagship identity and aligns product naming with the brand's legacy of high-end engineering and acclaim.
Read at Engadget
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