Dell retires its iconic XPS brand at CES 2026: “We are returning to our roots”


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

“We are 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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