Dell is reportedly preparing to bring back its iconic XPS laptop branding, signaling a renewed focus on premium consumer laptops. According to industry sources familiar with the matter, new XPS-branded models are expected to debut at CES 2026, marking a notable shift after Dell’s recent attempt to simplify its product naming strategy.

Why Dell Is Reconsidering the XPS Brand

The XPS lineup has long been associated with cutting-edge design, near-borderless displays, and flagship performance. Analysts believe Dell’s move to retire or downplay the XPS name created confusion among loyal customers who strongly associate XPS with Dell’s highest-end Windows laptops. The reported comeback suggests Dell is responding to market feedback and brand recognition challenges.

Expected Design Philosophy and Build Quality

Sources indicate that the upcoming XPS laptops will continue Dell’s tradition of sleek aluminum chassis, carbon-fiber or glass-fiber interiors, and ultra-thin form factors. The focus is expected to remain on portability, premium materials, and minimalistic aesthetics—key traits that once made XPS a benchmark in the ultrabook segment.

Next-Gen Performance and AI Capabilities

The revived XPS models are likely to feature next-generation Intel Core Ultra or Qualcomm Snapdragon X-series processors, with a strong emphasis on on-device AI acceleration. Dedicated NPUs, enhanced battery efficiency, and Copilot+ PC-style experiences could be central to Dell’s CES 2026 narrative.

Display Technology Takes Center Stage

Dell’s XPS series has historically led in display innovation, and the upcoming models are expected to continue that legacy. OLED panels, high refresh rates, improved brightness, and factory color calibration for creators are all rumored to be part of the package, catering to professionals and power users alike.

Positioning Against Apple and Premium Windows Rivals

With Apple’s MacBook lineup and premium Windows competitors gaining momentum, Dell appears keen to reassert XPS as its flagship consumer brand. The move could help Dell directly challenge MacBook Air and MacBook Pro models while also competing with high-end offerings from HP, Lenovo, and ASUS.

CES 2026 Launch Timeline and Market Impact

While Dell has not officially confirmed the return of the XPS brand, multiple reports suggest CES 2026 as the launch window. If true, the announcement could be one of Dell’s most important reveals at the show, setting the tone for its premium laptop strategy in 2026 and beyond.