Back
Technology

Dell Reintroduces XPS Brand Alongside New Pro and Precision Laptop Series

Generated on: Last updated: 6 sources
View source

Dell Reverses Branding Strategy, Reintroduces XPS Line Alongside New Pro and Precision Laptops

Dell has announced a significant shift in its laptop branding, reintroducing the popular XPS line and unveiling new models across its Pro and Precision series. The revamped XPS 14 and XPS 16 laptops, revealed at CES 2026, feature updated designs, new processors, and adjusted pricing, marking a direct reversal of Dell's 2025 premium laptop naming convention.

Concurrently, new Dell Pro 3, 5, and 7 models, along with Pro Precision 5 14S and 16S models, and an update to the Pro 14 Premium, will introduce modular designs and next-generation chips, signalling a comprehensive refresh of Dell's entire laptop portfolio.

Dell's Branding Strategy Reversal

Dell has formally reversed its 2025 rebranding strategy, which had replaced established names like XPS, Inspiron, Precision, and Latitude with a tiered Dell, Dell Pro, and Dell Pro Max naming schema. The company cited sustained customer interest in the XPS name as a key factor in its decision to reintroduce the brand, approximately one year after transitioning to the "Dell Premium" designation.

Dell COO Jeff Clarke stated, "I hope it demonstrates our ability to course-correct, to be humble."

The return of XPS positions it as the high-end consumer tier, effectively replacing Dell Premium. Meanwhile, Dell Pro will continue for commercial PCs with new sub-tiers, and the Dell Pro Max tier will be discontinued. This rebranding reversal follows a period during which Dell's PC market share reportedly declined in 2025.

New XPS 14 and XPS 16 Models Unveiled

The much-anticipated revamped XPS 14 and XPS 16 laptops were officially unveiled at CES 2026.

Availability and Pricing

Select configurations of the XPS 14 and XPS 16 were released on January 6th, with entry-level and higher-end configurations becoming available in February. The XPS 14 has a starting price of $2,049.99, and the XPS 16 starts at $2,199.99. Additional variants are scheduled for release in February at prices under $2,000. Dell plans to release an XPS 14 model running Ubuntu 24.04 later in the year. Initial color options will be Graphite, with a "Shimmer" color variant expected later in the year.

Design and Features

The new XPS 14 and XPS 16 models feature several significant design changes, some of which directly address previous product feedback:

  • The XPS logo is now integrated onto the laptop lids, replacing the Dell brand name.
  • The capacitive touch function row has been replaced with a traditional physical function row.
  • The keyboard is designed to be removable for repairs and includes slightly deeper keys.
  • The seamless glass touchpad now incorporates etched lines to define its active area.
  • Both models utilize a unibody design crafted from aluminum and Corning Gorilla Glass.
  • The internal thermal system has been redesigned, featuring larger and thinner fans.

These models also exhibit reduced weight and thickness. The XPS 14 weighs approximately three pounds (1.36 kg), a reduction of half a pound from its predecessor. The XPS 16 weighs between 3.6 and 3.65 pounds (1.65 kg), a reduction of one pound from its predecessor. Both models have a starting thickness of 0.58 inches (14.62mm with OLED displays).

Technical Specifications

Both new XPS laptop models include:

  • Processor Options: Intel Core Ultra Series 3 "Panther Lake" chips, with configurations up to an Intel Core Ultra X7 processor at launch and Intel Core Ultra X9 variants to follow.
  • Graphics: Integrated Intel Arc graphics are included; neither model offers discrete graphics.
  • Memory: Up to 64GB of LPDDR5X RAM.
  • Storage: Up to 4TB of SSD storage.
  • Displays: Standard configurations feature 1920 x 1200 IPS displays. Upgrade options include extra-bright tandem OLED touchscreen displays (2880 x 1800 for the 14-inch model and 3200 x 2000 for the 16-inch model), which are designed to be thinner and lighter. The base 2K LCD display supports a variable refresh rate of 1 to 120Hz for power conservation.
  • Connectivity: Three USB-C / Thunderbolt 4 ports, an 8MP camera, and a headphone jack.
  • Audio: 10W speakers.

Battery Performance

Dell states that the LCD variants of the new XPS devices will offer extended battery life. They claim up to 27 hours for Netflix streaming and over 40 hours for local video playback per charge. This impressive performance is attributed to 70Whr cells and variable refresh rate displays that can adjust from 120Hz down to 1Hz for static content.

Upcoming XPS 13 Model

Dell has announced plans for a new XPS 13 model, expected to be released later in the year. This model is projected to be the thinnest and lightest XPS laptop to date, with a thickness under 13mm (0.51 inches). It is also anticipated to be offered at Dell's "most accessible XPS price yet," driven by cost efficiency that includes a return to a traditional chiclet-style keyboard. The design of the new XPS 13 is expected to share aesthetic similarities with the MacBook Air, notable for not incorporating a display notch, and will reintroduce physical keys for the function row.

Dell Pro and Precision Series Updates

In addition to the XPS line, Dell has announced significant updates to its Pro and Precision laptop series, catering to commercial and professional users.

Dell Pro Series

The new Dell Pro series includes the Dell Pro 3, Dell Pro 5, and Dell Pro 7 models.

  • Sizes: The Pro 3 and Pro 5 models will be available in 14-inch and 16-inch sizes, while the Pro 7 will come in 13-inch and 14-inch variants, including 2-in-1 convertible options.
  • Release: All new Pro models are scheduled for release in May. Pricing information is currently unavailable.
  • Operating Systems: Choices of Windows 11 or Ubuntu Linux operating systems.
  • Chip Options: Availability with both AMD Ryzen AI 400 series "Gorgon Point" and Intel Core Ultra Series 3 "Panther Lake" processors.
  • Design: A new modular motherboard design has allowed for thinner chassis, larger fans, and thinner batteries across the line.
  • Memory: The Pro 5 models will utilize LPCAMM2 RAM, designed for user-replaceability and faster memory speeds.

Dell Pro Precision Series

The Dell Pro Precision 5 14S and 16S models will serve as the entry point to the revitalized Precision line, also launching in May. These lighter workstation-style laptops will feature Intel Panther Lake or AMD Gorgon Point chips, focusing on integrated graphics rather than discrete GPU offerings. The Intel version can be configured with a Core Ultra X9 Panther Lake chip, incorporating Arc B390 graphics.

Dell Pro 14 Premium

The Dell Pro 14 Premium model will remain in the lineup, receiving an upgrade to Intel Panther Lake processors. This updated model is designed to be thinner, weighing approximately 2.2 pounds (1kg), positioning it as the lightest in Dell's current lineup. The new Pro 14 Premium is expected to launch on March 31st, with pricing yet to be announced.