XPS is back, baby!
Dell ditches Apple-inspired branding and returns to its XPS roots
A year on from Apple-ifying its branding, Dell has made an U-turn, and gone back to its roots. During a pre-briefing for CES 2026 — happening this week in Las Vegas — Dell Chief Operating Officer Jeff Clarke apologised for not listening to its customers, before revealing that Dell was bringing back the XPS brand.
It’s rare (and refreshing) t…
