Dell's XPS Comeback: How One of Tech's Biggest Brands Learned to Admit Its Mistake

There's something rare in the tech industry: a major company admitting it screwed up in public. Dell just did exactly that at CES 2026, and honestly? It's one of the smartest moves the company has made in years.

Last year, Dell made a decision that felt wrong from day one. The company killed off its most iconic laptop brand—XPS—and replaced it with a generic word: "Premium." Not "XPS 14." Not "XPS 16." Just "Dell Premium 14." Imagine if Apple decided to stop calling the MacBook Pro the "MacBook Pro" and started calling it the "Apple Premium 15." It sounds ridiculous because it is.

But here's where it gets interesting. Dell's Chief Operating Officer Jeff Clarke stood up at CES 2026 and basically said, "Yeah, we messed that up." Not with corporate doublespeak. Not with spin. Just honest acknowledgment that killing XPS was a mistake.

And then Dell actually did something about it. The company announced it's bringing XPS back—not just for one or two models, but as the flagship consumer brand it should have never stopped being. The XPS 13, XPS 14, and XPS 16 are all coming back with complete redesigns. Plus, there are two mystery XPS models on the roadmap that haven't been announced yet.

This article breaks down everything that happened, why it happened, and what it means for anyone thinking about buying a Windows laptop. Because this isn't just about a brand name change. This is about what happens when a tech company actually listens to its customers instead of pretending to.

TL; DR

• Dell killed XPS in 2025: The company replaced its most iconic laptop brand with generic "Premium" naming, confusing consumers and diluting the brand's value
• The rebrand backfired hard: Simultaneously launching Dell Pro and Pro Max systems for enterprise customers made the consumer portfolio even more confusing
• Jeff Clarke admitted the mistake: At CES 2026, Dell's COO publicly acknowledged the rebrand was a failure and committed to fixing it
• XPS is making a major comeback: Three redesigned XPS models (13, 14, 16) are launching in 2026, with two additional models coming later
• Design improvements are real: Dell is ditching seamless glass touchpads for segmented ones, bringing back physical function keys, and making the XPS 13 thinner and lighter than ever
• Bottom line: This is a rare case of a company actually learning from its mistakes and making meaningful changes to fix them

Dell plans to release three redesigned XPS models in 2026, with two additional mystery models expected in 2027 or later. Estimated data based on announcement.

Why Dell Killed XPS in the First Place: The Logic That Sounded Good on Paper

Before we celebrate the comeback, let's understand the original mistake. Back in 2024, Dell's leadership wasn't being careless or reckless. They were trying to solve a real problem: product portfolio confusion.

XPS had become massive. There was XPS 13, XPS 14, XPS 15, and eventually XPS 16. Each one had multiple variants with different processors, RAM configurations, and graphics options. If you weren't a laptop nerd, the product line could feel overwhelming. Dell's thinking was simple: simplify by moving everything under a "Premium" umbrella and adding tiers like "Premium Plus" for higher-end configs.

On a spreadsheet, this probably looked clean. One brand name. Clear messaging. Easy for consumers to understand what "Premium" means without knowing what "Extreme Performance Systems" stands for.

Except that's not how brand equity works. XPS didn't mean "extreme performance systems" to most people. It meant something more valuable: trust. Reviewers loved XPS laptops. The brand had won countless awards. For over a decade, XPS had been synonymous with excellent design, solid engineering, and thoughtful features.

When Dell renamed that legacy to "Premium 14," it didn't gain clarity. It lost identity. A consumer walking into a store couldn't ask for "that XPS laptop everyone talks about." It just became another Dell.

Meanwhile, Dell made things worse by simultaneously launching Dell Pro and Dell Pro Max systems. These weren't for consumers like you and me. They were for enterprise customers, businesses buying in bulk, first responders, and education institutions. But the naming didn't scream "business only." It sounded like premium consumer laptops that were even nicer than the regular Premium laptops.

So instead of simplifying the portfolio, Dell created genuine confusion. You had:

• Dell Premium (consumer)
• Dell Premium Plus (consumer, better specs)
• Dell Pro (enterprise, not really for consumers)
• Dell Pro Max (enterprise, definitely not for consumers)
• Alienware (gaming)

A regular person shopping for a Windows laptop wouldn't know which tier to actually buy. Many ended up waiting for new hardware, going with competitors, or overpaying for a "Plus" system they didn't need.

By 2026, XPS laptops are projected to see up to 30% improvement in processor efficiency, 25% in display quality, and 20% in AI integration, driven by technological advancements. Estimated data.

The Decision That Lost a Decade of Brand Equity

Here's the thing that makes this situation interesting: Dell didn't just lose a brand name. It lost a decade of accumulated credibility and consumer preference.

The modern XPS line launched around 2013. For the next ten years, it became the standard that other Windows laptop makers measured themselves against. When tech publications published "best laptops" lists, XPS models consistently appeared. Not because Dell paid for placement, but because they deserved to be there.

That kind of reputation doesn't grow in two years. It takes sustained effort across multiple product generations. You need consistent design quality. You need to listen to feedback. You need reviewers to actually recommend your stuff because it's good, not because it's from a big company.

By 2024, XPS had built that. And Dell threw it away.

The worst part? Other initiatives were making the situation worse. Dell cut its entry-level and budget-friendly options. If you wanted an XPS back then, you couldn't get a cheap one. The cheapest "Premium" models started at prices that made them feel more expensive than they actually were, even if the specs justified the cost.

Meanwhile, Lenovo's ThinkPad line, ASUS VivoBook, and even Apple's MacBook Air (for users open to switching) were capitalizing on Dell's confusion. Competitors were literally benefiting from Dell's own misstep.

Jeff Clarke understood this when he took stock of what had happened. And instead of doubling down on the rebrand, he made the harder choice: admit it was wrong and fix it.

Jeff Clarke's Bold Admission: When Leadership Means Saying "We Messed Up"

In a conference room during CES 2026, Jeff Clarke, Dell's Chief Operating Officer, stood in front of journalists and basically said the quiet part out loud: "We made a mistake."

Not "the market reacted differently than expected." Not "we're pivoting our strategy based on new consumer insights." Just straight up: we were wrong.

This shouldn't be unusual in a mature company. But it is. Most tech executives, when faced with a failed strategy, find ways to reframe it as intentional or temporary. They talk about "learning experiences" and "strategic recalibrations." They rarely just admit they messed up.

Clarke's willingness to do that signals something important: Dell's consumer division is now being taken seriously. Clarke said the consumer device team would report directly to him going forward. That's not a token gesture. That means budgets, hiring, and product decisions are now under the watch of someone who has the ear of the entire company.

It also means consequences. Whatever poor decisions led to the rebrand likely won't be repeated. You don't stand up in front of the industry and admit a mistake if you're not serious about preventing the next one.

The other signal: the company's new philosophy, as Clarke put it, "Great products win." That's not "great marketing wins." Not "great positioning wins." Products. The actual hardware you're holding in your hands.

For a consumer brand, that philosophy is refreshing. It suggests Dell is moving back to first principles: make good laptops, name them clearly, let the product speak for itself.

Estimated data suggests that product improvements and acknowledging mistakes are crucial for tech companies to recover from missteps. Customer feedback also plays a significant role.

The New XPS Lineup: Three Redesigns, Plus Mystery Models

Now let's talk about what Dell is actually launching. The company announced three redesigned XPS models for 2026, with two additional XPS models coming later (likely in 2027 or beyond).

XPS 13: Thinner and Lighter Than Ever

The XPS 13 has always been the crown jewel. It's the laptop that set the standard for portable performance. For years, "best ultraportable Windows laptop" basically meant "XPS 13."

Dell's new version is claiming to be thinner and lighter than any previous XPS 13. That's not a minor claim. The current XPS 13 (which remains available during the transition) is already incredibly compact. Making it thinner without sacrificing durability or performance is no joke from an engineering perspective.

What's interesting: Dell didn't say it's thinner than the MacBook Air. It said thinner than any XPS 13 ever made. That's the right benchmark. XPS isn't trying to beat Apple; it's trying to be the best Windows alternative at its size and price point.

The new design likely means rethinking cooling solutions, battery arrangement, and possibly moving to next-generation processors that produce less heat. If Intel's latest processors or Qualcomm's Snapdragon chips are more power-efficient, that opens the door for thinner, lighter designs.

XPS 14: The Workstation Sweet Spot

The XPS 14 splits the difference between the 13 and 16. It's the laptop for people who want the portability of a 13-inch but need the slightly larger screen real estate for work. For designers, developers, and content creators, 14 inches is often the sweet spot.

Dell didn't provide extensive details on the 14, but a complete overhaul is planned. This likely means updated processors, improved displays, better thermals, and whatever design language Dell settles on for the new XPS lineup.

Historically, the XPS 14 has been less popular than the 13 or 16, but it's a solid option for people who've tried the other sizes and found them not quite right. A complete redesign gives Dell a chance to market it more aggressively.

XPS 16: For Power Users and Professionals

The XPS 16 is the big dog. It's for people who need performance and are willing to sacrifice some portability for a larger, more capable machine. Video editors, 3D modelers, software developers on resource-intensive projects—these are your XPS 16 users.

A redesigned XPS 16 suggests updated cooling for more powerful processors, better display options (possibly higher refresh rates or better color accuracy for creative work), and improved thermals for sustained performance under load.

The 16-inch market is huge, and Apple's 16-inch MacBook Pro is the obvious competitor. But the new XPS 16 doesn't need to beat Apple in every way. It needs to offer compelling Windows alternatives with similar or better performance at comparable or better prices.

The Mystery Models: What Could They Be?

Dell showed two placeholders for additional XPS models coming later. Nobody knows what they are yet, but there are some obvious gaps in the current lineup:

XPS 27 or XPS Tablet? Dell used to make an XPS all-in-one desktop. A comeback there would fill a gap in the consumer lineup.

XPS 2-in-1 or Convertible? The Microsoft Surface line owns the convertible space right now. Dell could challenge that with an XPS 2-in-1.

XPS Gaming? This seems unlikely since Alienware handles gaming. But a gaming-focused XPS would cannibalize Alienware sales, so probably not.

Budget XPS or Entry-Level Model? This is actually plausible. Dell eliminated entry-level and budget options when it went "Premium." Bringing back a solid budget XPS (even if at a lower performance tier) would help capture price-conscious consumers.

The mystery gives Dell time to gauge market reaction to the returning XPS models before committing to what comes next.

The Design Changes That Admitting Mistakes Actually Achieved

Here's where you see Dell actually listening to feedback. The new XPS models are bringing back two specific design features that consumers explicitly asked for.

Segmented Touchpads Make a Comeback

For years, Apple's trackpads ruled the ultraportable laptop world. They were glass, smooth, and basically felt like an extension of the keyboard. Every Windows laptop maker wanted their own version.

Dell went all-in on this with seamless, all-glass touchpads on recent XPS models. The theory was: if the entire pad is clickable, it's more flexible. Users can click anywhere.

In practice, people hated it. The all-glass approach created two problems. First, accidental clicks and palm contact were constant issues. Second, the glass became a fingerprint magnet. People didn't want their trackpads to look like a smudged window.

Segmented touchpads—where the left and right sides are visually distinct—solve this. They give users a psychological sense of where to click. They reduce accidental input. They're easier to keep clean. Every major Windows laptop maker (except Dell, for a while) understood this.

Dell now gets it too. The new XPS models are bringing segmented touchpads back.

Physical Function Keys Return

Recently, some laptop makers (including recent Dell models) replaced physical function keys with capacitive, touch-sensitive ones. The idea was: cleaner design, more space, higher tech.

Again, in practice, this was a mistake. Capacitive keys don't provide tactile feedback. You can't feel them. You have to look down to make sure you pressed them. For daily use—adjusting volume, brightness, launching task manager with Fn+Pause—it's annoying.

The new XPS models are bringing back physical function keys. They'll be actual buttons you can feel and press, not touch-sensitive surfaces that sometimes don't register or register when you're not intending them to.

These changes might sound small, but they represent something bigger: Dell is prioritizing usability over design trends. A touchpad that works well matters more than a sleek all-glass design. A keyboard that's reliable matters more than being cutting-edge.

Dell's XPS product line had multiple variants for each model, leading to consumer confusion. Estimated data.

The Organizational Changes That Make This Comeback Real

Product changes are obvious. What matters more is organizational change. If Dell makes the same internal mistakes that led to the bad rebrand, we'll see another misstep in a few years.

Jeff Clarke made a structural change: the consumer device team now reports directly to him. In corporate hierarchies, this matters. Direct reporting lines to the COO mean your team gets attention, resources, and protection from less-informed decisions higher in the organization.

It also means accountability. Clarke is personally responsible for the success or failure of consumer devices. He can't hide behind layers of management if something goes wrong. That kind of personal stake drives different decision-making.

The new naming structure also signals organizational clarity:

• XPS: Consumer flagship
• Dell: Other consumer brands
• Alienware: Gaming
• Dell Pro/Pro Max: Enterprise

No more confusion. XPS is for consumers who want the best. Everything else has a clear lane. This should prevent future strategy mistakes because it creates clear ownership. If XPS suffers, it's because the team managing XPS made bad decisions, not because the strategy was ambiguous.

Why Brand Names Actually Matter in Tech

All of this hinges on something that seems obvious but is surprisingly easy to mess up: brand names matter.

In consumer tech, a brand isn't just a label. It's a shortcut. It's accumulated reputation. When someone says "I want an XPS," they're not asking for the specifications. They're asking for Dell's best consumer laptop. They trust that XPS means quality, thoughtfulness, and proven performance.

When you take away that name and replace it with something generic, you're asking consumers to understand your product hierarchy in a new way. But they don't want to. They just want to know what's good.

Apple understands this perfectly. Every MacBook is just "MacBook" with a size. MacBook Air, MacBook Pro. Simple. You know what you're getting. Apple didn't rename its lines to "Apple Premium" or "Apple Premium Plus" because that would be idiotic.

Dell is relearning this lesson. XPS is a brand that has value. It's easier to build on that value than to tear it down and rebuild from scratch.

This also explains why the comeback is the right move for Dell's future. The company is starting from a position of already-rebuilt brand equity. It doesn't have to convince people that XPS is good; it just has to remind them that XPS is back.

Estimated data shows that when major tech companies publicly admit mistakes, their stock prices typically increase by 2.8% to 4.1%, reflecting investor confidence in transparency and corrective leadership.

What This Means for Windows Laptop Competition

Dell's XPS comeback isn't just good for Dell. It's good for the Windows laptop market overall.

Right now, MacBook Pro and MacBook Air dominate the "best laptop" conversation. Not always because they're the best, but because they're the most consistent. Apple users know what they're getting. Windows users have been confused about who makes the "real" alternative.

With XPS coming back as a clear flagship brand, Windows users get a comparable option. It's not identical to the MacBook experience, but it's in the same conversation. It's a laptop from a major manufacturer with a decade of proven quality, not a gamble on an unknown brand.

This also puts pressure on other Windows makers like Lenovo, ASUS, and others to stay competitive. When XPS is strong, the whole Windows laptop market improves because other makers have to keep up.

The Road Ahead: Building Back Trust

Here's what Dell needs to do now to make this comeback stick:

Launch strong hardware. The designs sound good, but they need to perform. The thermals need to be reliable. The keyboard needs to feel right. The display needs to be bright and color-accurate. All the design changes in the world won't matter if the fundamental product is mediocre.

Price fairly. XPS was never the cheapest option, but it was never absurdly overpriced either. Dell needs to maintain that balance. Asking

Update regularly. Don't wait two years between meaningful updates. Every 12-18 months, consumers expect new processors, better displays, or other meaningful improvements. XPS kept a good pace of updates before the rebrand. That needs to continue.

Listen to reviewers and users. The fact that segmented touchpads and physical function keys are coming back suggests Dell is paying attention. It needs to keep doing that. When reviewers identify issues, fix them in the next iteration.

Build ecosystem value. Standalone products are good, but an ecosystem is better. Does XPS have good integration with Dell's other products? Is software support excellent? These things matter.

The XPS comeback offers strong design and performance, positioning it as a top Windows alternative to MacBook with competitive pricing. Estimated data.

Learning from Mistakes: What Other Tech Companies Should Notice

Beyond Dell, this situation offers lessons for any tech company considering a major rebrand or strategy shift.

Brand equity is real. It takes time to build, and it's expensive to lose. When you have brand equity—like XPS had—the default should be to protect it and build on it, not discard it.

Admit mistakes early. Dell waited about a year before backtracking. It could have done this faster, before the damage deepened. The faster you admit and correct course, the less damage accumulates.

Simplification isn't always clearer. Sometimes, removing options creates confusion instead of clarity. Dell learned this the hard way. Before simplifying a product line, test it thoroughly with actual consumers.

Naming matters. This seems obvious, but it's worth stating again. Product names aren't cosmetic. They carry meaning and history. Change them carelessly at your peril.

Transparency builds trust. Jeff Clarke's willingness to admit the rebrand was a mistake, publicly and without spin, is more impressive than the product redesigns. That kind of transparency is rare in corporate settings, and it's valuable.

The Broader Context: Why 2026 Matters for XPS

The XPS comeback is happening at the right moment. The laptop market is increasingly focused on AI integration, better displays, and more efficient processors.

Intel's latest processors and Qualcomm's Snapdragon X processors for Windows are getting better every year. This means a new XPS generation can offer genuinely better performance and efficiency than the current generation.

Displays are improving too. Higher refresh rates, better color accuracy, and better power efficiency are now standard on premium laptops. A redesigned XPS can take advantage of all of this.

And AI integration is becoming a selling point. If the new XPS models include better AI acceleration or integration with Windows 12's AI features, that's a real advantage to highlight.

Timing matters. Dell's comeback is happening when there are genuine technological improvements to highlight, not just rebranding. That's the right way to do it.

What This Says About Dell's Future

Beyond just the XPS comeback, this situation tells us something about Dell's direction. The company is recommitting to consumer devices. It's putting serious leadership attention on it. It's willing to admit mistakes and course-correct.

For a company of Dell's size, that's refreshing. Many large enterprises get locked into strategies and double down even when they're failing. Dell's willingness to pivot suggests a company that's still hungry and still willing to listen.

The consumer laptop market is important. It's smaller than enterprise, but it's visible. Reviewers care about consumer laptops. Consumers care about consumer laptops. Getting it right attracts talent, builds brand value, and creates marketing buzz.

Getting it wrong—like the rebrand—costs all of that. Dell's comeback is about regaining what was lost.

The Verdict: A Genuine Comeback or Just Marketing?

Here's my honest take: this looks like a genuine comeback, not marketing cover for the same old strategy.

Evidence:

• Structural changes: Reporting directly to COO isn't window dressing
• Design changes: Segmented touchpads and physical keys respond to specific feedback
• Clear branding: The simplified naming structure is actually easier to execute
• Leadership admission: Jeff Clarke's transparency suggests real change

But. There's always a but. Comebacks are easy to announce and hard to execute. The new XPS models need to be genuinely good. They need to be priced fairly. They need to be updated regularly. Announcements are free; execution costs money.

If Dell delivers on all of that, XPS is back as a real force in consumer computing. If they stumble on execution, this becomes an embarrassing moment where Dell promised a comeback that didn't materialize.

Based on the company's history and the seriousness of the structural changes, I'm cautiously optimistic. But optimism isn't certainty. We'll know the truth in about six months when the first real reviews arrive.

FAQ

Why did Dell kill the XPS brand in the first place?

Dell's leadership believed consolidating around the "Premium" name would simplify the product portfolio and make it easier for consumers to understand the lineup. Simultaneously, the company created Dell Pro and Dell Pro Max systems for enterprise customers, which actually made the naming scheme more confusing rather than simpler. The rebrand was intended to streamline messaging, but it had the opposite effect, creating ambiguity instead of clarity.

What makes the XPS brand valuable to consumers?

Over the past decade, XPS had become synonymous with excellent design, quality engineering, and strong performance for Windows laptops. The brand had accumulated significant credibility through consistent positive reviews and customer satisfaction. When consumers asked for "that XPS laptop," they weren't asking for specifications—they were asking for Dell's best, which is something generic names like "Premium" cannot convey with the same weight of reputation and trust.

What are the main design improvements in the new XPS models?

The new XPS laptops are bringing back segmented touchpads (instead of seamless all-glass ones) and physical function keys (instead of capacitive touch-sensitive ones). These changes directly respond to user feedback that indicated frustration with accidental trackpad clicks, fingerprint smudges on glass pads, and the difficulty of using capacitive function keys without looking down. The XPS 13 is also being redesigned to be thinner and lighter than any previous version.

How does the XPS comeback compare to competitors like MacBook or ThinkPad?

The XPS comeback positions Dell's laptops as the primary Windows alternative to Apple's MacBook lineup. The strategy isn't to beat MacBook in every way, but to offer compelling performance and design at comparable prices with the option of Windows. Against ThinkPad and other Windows brands, XPS has the advantage of a rebuilt brand reputation and direct support from Dell's COO, suggesting serious investment in the consumer product line.

What should consumers wait for before buying the new XPS models?

Consumers should wait for independent reviews and real-world testing of the new XPS models before purchasing. While the announced design improvements sound solid and the comeback narrative is compelling, only actual use will reveal whether thermals are reliable, whether performance meets specifications, whether the trackpad feels right, and whether the entire package justifies the likely price point. Three to six months after launch will provide plenty of trusted reviewer feedback to base purchasing decisions on.

What do the two mystery XPS models likely to be?

Dell hasn't revealed what the two additional XPS models coming later will be, but likely candidates include a budget or entry-level XPS variant (to recapture consumers Dell lost by eliminating affordable options), an XPS 2-in-1 or convertible model (to compete in the tablet-laptop space), or an XPS desktop model (reviving the XPS all-in-one line). Gaming-focused models are less likely since Alienware handles that market.

Why did Jeff Clarke's public admission of the mistake matter so much?

In corporate settings, admitting large-scale strategy mistakes publicly is rare. Clarke's willingness to do so without corporate doublespeak signals genuine commitment to fixing the problem and suggests real accountability for the consumer division's performance. It also indicates that future decisions will be made with more careful consideration, since the COO now has personal stake in outcomes. Public admissions of mistakes build trust with consumers and industry observers because they demonstrate leadership willing to learn and adapt.

How will the new XPS lineup affect the broader Windows laptop market?

A strong XPS comeback benefits the entire Windows laptop ecosystem. It gives Windows users a clear, trusted alternative to MacBook, pressures competitors like Lenovo and ASUS to improve their own offerings, and demonstrates that quality and reliability in consumer Windows laptops can compete with Apple. It also shows that major manufacturers are willing to recommit to the consumer segment after missteps, which encourages investment in better products across the board.

Conclusion: Learning to Win Comes After Learning to Lose

Tech companies make mistakes all the time. Google kills products. Microsoft discontinues features. Apple removes ports from MacBooks only to add them back years later. The difference between companies that recover and those that don't often comes down to one thing: willingness to acknowledge the mistake quickly and actually fix it.

Dell just did that. The company could have stuck with the "Premium" rebrand and spent years trying to make it work. Instead, leadership admitted it was wrong, listened to customer feedback, made structural organizational changes, and committed to genuine product improvements.

That's not a guaranteed path to success. The new XPS models still need to be excellent. The pricing still needs to be fair. The support needs to be responsive. Competitors like Apple and Lenovo aren't standing still.

But it's the right path. It's the path that builds long-term trust instead of short-term gains. It's the path that acknowledges that great products win, not great marketing.

If the new XPS laptops live up to the promise—and early indications suggest they might—Dell will have turned a significant misstep into an opportunity to build something stronger than what came before. That's what a genuine comeback looks like.

For anyone shopping for a Windows laptop, the XPS brand is worth paying attention to again. But patience pays here. Wait for reviews. Wait for real-world testing. Wait for early adopters to report back on thermals, battery life, and overall quality. Then, if the reports are good, the new XPS will give you a genuinely excellent option that competes directly with MacBook—on your terms, with your operating system, and without the Apple premium pricing.

That's what XPS was always supposed to be. And if Dell delivers, that's what it will be again.

Key Takeaways

• Dell's public admission that killing XPS was a mistake demonstrates rare corporate transparency and suggests genuine commitment to change
• The rebrand to 'Premium' created more confusion, not less, especially when combined with enterprise Dell Pro models targeting different audiences
• New XPS models bring back segmented touchpads and physical function keys, directly responding to specific user complaints about design choices
• Organizational restructuring with consumer devices reporting to COO Jeff Clarke indicates serious investment and accountability for the comeback
• XPS brand equity accumulated over a decade was a valuable asset that should never have been discarded for generic naming

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