Dell began selling its XPS laptops again today, reversing a decision made in January 2025 to discontinue the line. The move, which also saw the discontinuation of Latitude, Inspiron, and Precision PC lineups, was intended to streamline Dell's branding under the Dell Premium, Dell Pro, and Dell Pro Max series.

Jeff Clarke, vice chairman and COO at Dell Technologies, announced the return of the XPS line at a press event in New York City previewing Dell's CES 2026 announcements. "It was obvious we needed to change," Clarke stated, acknowledging the misstep in abandoning the well-regarded XPS brand. While XPS is returning, Dell will continue to sell Dell Pro models, maintaining a tiered structure in its computer lineup.

The XPS line had long been recognized as a leading option for consumer ultralight laptops, known for their thin, lightweight designs and modern features. Its discontinuation was met with criticism from consumers and industry experts alike, who viewed the XPS brand as a reliable and innovative product. The return of XPS signals a potential shift in Dell's strategy, possibly influenced by the evolving landscape of the PC market and consumer demand for established brands.

The company's initial decision to consolidate its branding was likely an attempt to simplify its product offerings and create a more unified image. However, the negative response to the removal of the XPS line suggests that brand recognition and customer loyalty still hold significant value in the PC industry. The revival of XPS could be seen as a response to the increasing prevalence of "AI PCs," a trend that emphasizes artificial intelligence capabilities in personal computers. By bringing back a familiar and trusted brand, Dell may be aiming to offer consumers a more traditional computing experience amidst the growing focus on AI-driven features.

Dell has not yet announced specific details about future XPS models, but the return of the brand is expected to bring new iterations of the 16- and 14-inch laptops. The company's decision to resurrect XPS indicates a willingness to adapt to market demands and prioritize customer preferences, even if it means reversing previous strategic decisions.