Dell revives its iconic XPS laptop brand after customer backlash

Dell is bringing back its well-known XPS laptop brand after dropping it just a year ago. The company had replaced it with a new naming system, but customer feedback has now led to a change of heart. The XPS line will return in 2026 with updated models, including the XPS 14 and XPS 16.

In 2023, Dell overhauled its laptop and computer naming scheme, retiring long-standing brand names like XPS. The new structure organized products under three main pillars: Dell, Dell Pro, and Dell Pro Max. These were further divided into Base, Plus, and Premium tiers. For commercial customers, the company introduced three categories—Office, Performance, and Purpose Built—to streamline its offerings.

The rebranding also simplified consumer computers, which were renamed using just the Dell brand followed by screen sizes. Gaming computers, however, remained under the Alienware name. Despite the changes, no major shifts were reported in the target audience for Dell's Precision line, which continued to focus on entrepreneurs and business professionals.

Now, Dell has decided to reverse course. The XPS name will return in spring 2026 with the launch of the XPS 14 and XPS 16. A refreshed XPS 13 model will follow later.

The return of the XPS brand marks a shift back to familiar naming for Dell's premium laptops. The company will keep its simplified Dell branding for standard consumer models while maintaining Alienware for gaming. The move follows feedback from customers who preferred the original XPS name.