"The XPS was a well-respected product line with a distinct identity -- wouldn't giving that up dilute the brand (especially for something that sounds like it came out of Cupertino)? Well, Dell may have found the answer. Just a year later, the company is bringing back the XPS brand name with the new and , plus a 13-inch model that will be released later this year."
"During a press conference in New York, Jeff Clarke, COO of Dell Technologies, acknowledged the company had made a mistake by discarding the XPS name and that the flagship lineup would be making a triumphant return in 2026. "This complicated brand we rolled out last year didn't do what we said it would do," Clarke explained. While discussing Dell's fiscal performance after the brand restructuring, Clarke confirmed numbers weren't where they wanted them to be, leading to a decision to bring back the XPS in Q3 of 2025."
Dell is restoring the XPS laptop brand after retiring it for a Pro/Plus/Premium naming scheme. The company acknowledged the prior rebrand failed to meet expectations and decided to return the XPS badge, targeting a comeback in Q3 2025 with flagship presence in 2026 and a 13-inch model later in the year. New XPS models include form-factor adjustments, the latest Intel processors, and the XPS logo on the lid for the first time. The physical function key row returns, replacing LED indicators with physical keys. Weak consumer uptake of "AI PCs" and removal of trusted names contributed to falling sales.
Read at ZDNET
Unable to calculate read time
Collection
[
|
...
]