Dell is making a notable course correction at CES 2026. It is bringing back one of the most recognizable brands in personal computing just a year after retiring it.
The company announced the return of XPS as a dedicated premium consumer laptop line, alongside new updates to its Alienware gaming portfolio and the introduction of bold new UltraSharp monitors. While each announcement stands on its own, taken together they paint a larger picture. Dell is rethinking how much brand identity still matters in a crowded and increasingly commoditized PC market.
Apparently, simplification has its limits, and brand loyalty still carries weight.
XPS Returns After a Short, Controversial Hiatus
Dell officially reintroduced the XPS brand with the completely redesigned XPS 14 and XPS 16. The company also teased a future XPS 13. Not a one-off nostalgia play, but a full reinstatement of the XPS lineup.
The move is significant because of how recently the brand was shelved.
At CES 2025, Dell eliminated several long-standing product brands, including XPS, Inspiron, Latitude, and Precision. In their place, the company rolled out a simplified naming structure built around generic tiers such as Dell, Dell Pro, and Dell Pro Max. The goal was to make buying decisions easier for customers by removing what Dell saw as unnecessary complexity.
The reaction was swift and largely negative. Longtime customers and reviewers argued that Dell had stripped away decades of brand equity in favor of a naming scheme that felt generic and, in some cases, confusing. Dell’s XPS brand, in particular, had long been shorthand for premium Windows laptops both inside and outside of business. It was known for sleek design, strong performance, and high-quality displays.
Just one year later, Dell has reversed course.
Company executives have acknowledged that the previous branding change did not land as intended. The return of XPS suggests Dell has recognized that the brand’s value went beyond internal product segmentation. Whether intentional or not, the move reads as an admission that retiring one of the most iconic PC brands in the industry may have been a misstep.
The revived XPS line is aimed squarely at consumers and prosumers who want premium performance and design without stepping into gaming-focused systems, per Dell. Given how slick these completely redesigned XPS laptops look, businesses will undoubtedly embrace them as well.
Yep, XPS Envy is Real Again
The new XPS 14 and XPS 16 look stunning with a clear focus on portability and a premium feel. Both systems are built with CNC-machined aluminum bodies and Gorilla Glass 3 panels. They measure about 14.6 millimeters thin and start at roughly 3 pounds. This places them squarely in the ultra-portable category that directly competes along the lines of a MacBook Air.
These laptops pair the latest Intel Core Ultra Series 3 “Panther Lake” processors with up to 64 GB of LPDDR5X memory and multiterabyte SSD options. The OLED display options bring deep contrast and vivid color. This contributes to a sleek overall profile that feels significantly lighter than many traditional performance laptops of the same class.
One of the most talked-about practical changes compared to the recent pre-XPS Premium models is the return of a traditional function key row. Earlier designs leaned into a capacitive bar at the top of the keyboard. But feedback from users and reviewers highlighted how physical keys are easier to use for volume, brightness, and other shortcuts in real-world use.
And in case I forgot to mention, these look pretty awesome.
Alienware Expands Beyond Traditional Niche
Dell also used the CES stage to share some updates to its Alienware brand. This signaled an effort to broaden its reach without abandoning its core identity.
In short, Alienware is pushing into thinner and more affordable designs. Dell teased ultra-slim Alienware laptops in 14-inch and 16-inch form factors, along with entry-level gaming systems aimed at buyers who want the Alienware experience without premium pricing.
Dell suggested this expansion seeks to capture a wider slice of the gaming market, including casual gamers, students, and families who may have previously viewed Alienware as out of reach. For the channel, that opens up new sales opportunities, particularly for customers looking for capable gaming or creative machines that still fit within tighter budgets.
Dell also previewed new anti-glare OLED displays for Alienware laptops designed to reduce reflections and fingerprints. Though a small detail, it addresses a real-world usability issue for gamers and creators who use their systems in varied lighting conditions.
UltraSharp Monitors Push Productivity and Immersion
Laptops weren’t the only things Dell wanted to highlight. The company also showcased new UltraSharp monitors to reinforce its position as a leader in professional displays.
Among the announcements: a new 32-inch 4K QD-OLED UltraSharp monitor aimed at creative professionals. The display offers true 10-bit color, Dolby Vision HDR support, and built-in calibration capabilities. It is clearly designed for users who rely on color accuracy for tasks like photo editing, video production, and design work.
However, the more eye-catching announcement was Dell’s new UltraSharp 52 Thunderbolt Hub Monitor.
This massive 21:9 ultrawide display delivers 6K resolution. It also doubles as a full docking station, complete with Thunderbolt connectivity, multiple USB-C ports, Ethernet, and KVM support. The monitor can display up to four inputs at once, Dell said. This effectively replaces multimonitor setups for users who juggle multiple systems or workflows.
Ultrawide monitors have been gaining traction as professionals look for cleaner desks and more immersive workspaces. Dell’s 52-inch UltraSharp takes that to an extreme, offering a single-screen solution for users who previously relied on two or three monitors side by side.
Ultrawide displays already had gained momentum, as highlighted in a recent ChannelPro roundup of top ultrawide monitors that focused on productivity and visual immersion. Dell’s latest UltraSharp additions push that trend further into the enterprise and prosumer space, where display real estate increasingly translates into real productivity gains.
Recalibration, not Reinvention
Dell’s CES 2026 announcements feel less like a reinvention and more like a recalibration. The company is leaning back into the strengths that made its PC portfolio resonate in the first place. In a market where differentiation is increasingly difficult, focusing on strong hardware and trusted brands sounds like a winning combination for Dell, it’s partners, and it’s customers.
As ChannelPro’s online director and tech editor for over a decade, Matt Whitlock has spent years blending sharp tech insight with digital know-how. He brings more than 25 years’ experience working in the technology industry to his reviews, analysis, and general musings about all things gadget and gear.
Images: Dell
