Dell last year introduced new branding for its laptop lineup, in an effort to make it easier for users to understand its offerings and get their products. At that time, Dell used iPhone-like branding, namely Dell, Dell Pro, and Dell Pro Max. Now, a year later, Dell is making a U-turn, and re-introducing one of its iconic brands, XPS.
During the CES 2026 event that took place this week, Dell introduced a number of offerings under the XPS series, namely the XPS 14 and XPS 16, in addition to planning to introduce the XPS 13 in the next few months.
XPS will continue to focus on premium branding as before. It was previously introduced in the 1990s, and has its own fans with its unique design and good performance. The new XPS 14 and XPS 16 come with the latest Intel Core Ultra Series 3 chips to power it.
With this branding shift as well, Dell now says it will use the Dell brand for basic offerings, premium offerings under the XPS brand, and gaming-focused offerings under Alienware.
