Dell is reviving the XPS line as part of a broader effort to sharpen its premium lineup and strengthen brand recognition, with attention on how pricing and market reception will play out.

The company is also shifting branding away from the XPS label during CES, moving toward a tiered approach of Dell, Dell Pro, and Dell Pro Max.

The newly revived XPS models are described as thinner and more streamlined, signaling a focus on premium design aesthetics.

Dell won’t overhype AI in its messaging; it will offer AI features and NPUs but aims to highlight what customers truly care about rather than chasing AI hype.

Not all lines will receive the XPS revival—Inspiron and Latitude will not be rebranded as XPS, underscoring a selective return to premium branding.

About a year after the initial rethink, Dell brings back the iconic XPS name with two new laptops, a 14-inch and a 16-inch model, following scrutiny over the branding.