Dell has officially revived its iconic XPS branding with the launch of a refreshed lineup of premium laptops, signaling a renewed push to strengthen its position in the global PC market. Once regarded as Dell’s flagship consumer series, XPS laptops helped define ultra-thin, high-performance notebooks before gradually losing prominence amid intense competition.

The revival comes at a critical time as PC makers look to stimulate demand following a prolonged slowdown in shipments worldwide.

Focus on Premium Design and Performance

The new XPS laptops emphasize sleek industrial design, lightweight builds, and high-quality materials, reinforcing the brand’s premium identity. Dell has refined the chassis, improved thermal efficiency, and introduced slimmer bezels to deliver a more immersive display experience.

The lineup is powered by the latest Intel Core processors, including AI-ready chipsets, paired with faster memory and next-generation storage options aimed at professionals, creators, and power users.

AI Features Take Center Stage

Artificial intelligence plays a central role in Dell’s XPS refresh. The laptops integrate AI-based performance optimization, intelligent power management, and enhanced video-conferencing features such as automatic framing, noise reduction, and adaptive lighting.

These additions align with Dell’s broader strategy to capitalize on the growing demand for AI-enabled PCs, a segment expected to drive the next upgrade cycle.

Display and Battery Improvements

Dell continues to prioritize display quality in the XPS range, offering high-resolution OLED and InfinityEdge screens with improved color accuracy and brightness. Battery efficiency has also been optimized, with Dell claiming extended usage times despite powerful internal hardware.

Enhanced fast-charging support ensures minimal downtime for users on the move.

Targeting Market Share Recovery

Industry analysts view the XPS revival as a calculated move to reclaim market share in the premium laptop segment, where rivals such as Apple, HP, and Lenovo have intensified competition. By re-establishing XPS as a flagship brand, Dell aims to strengthen brand recall and appeal to consumers willing to invest in high-end Windows laptops.

Availability and Market Outlook

The new XPS laptops are expected to roll out across key global markets in the coming months, with pricing positioned firmly in the premium category. Dell is betting that the combination of iconic branding, modern AI features, and refined design will resonate with buyers seeking long-term performance and reliability.