Dell is ditching its iconic XPS brand at CES 2026: “We’re going back to our roots”

After attempting a major branding overhaul 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’re returning to our roots with a renewed focus on consumer and gaming,” Dell Technologies vice president and chief operating officer Jeff Clarke said in a statement. “XPS is back, better than ever.”

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