Dell Retires Iconic XPS Brand at CES 2026: “We’re Returning to Our Roots”

After attempting a major rebranding of several of its major PC lines last year, Dell appears to have reversed course and is reviving the XPS brand at CES 2026.

“We are returning to our roots with a renewed focus on consumer and gaming,” Jeff Clarke, vice president and chief operating officer of Dell Technologies, said in a statement. “XPS is back, better than ever.”

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