TL;DR: Dell's XPS Revival is a Lesson in User-Centric Business Strategies
Dell is bringing back its XPS laptops in 2026, focusing on practicality and user needs over flashy trends like AI-driven PCs.
• The revamped XPS line prioritizes sleek designs, great battery life, and usability, elements consumers value most.
• Dell's pivot away from AI hype shows the importance of "listening to feedback" and understanding customer priorities.
• Founders can learn from Dell’s approach: value substance over trends, own mistakes, and refine what resonates with your audience.
What’s your next move? Apply these strategies to your startup and deliver what your customers truly need.
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Dell’s XPS series is making a full-fledged return in 2026, and the buzz in the tech world indicates it’s a win for consumers who’ve been craving substance over fleeting trends. From my perspective as a serial entrepreneur and self-proclaimed “Mean CEO,” this shift isn’t just about laptops, it signals an interesting pivot in what customers, businesses, and even investors value in tech right now. After years of hyped “AI PC” headlines, Dell’s decision to focus on design, usability, and practical performance is a breath of fresh air. And I believe there’s a lesson here for all of us in business.
Let’s unpack what this revival means for Dell, for customers tired of unnecessary AI bells and whistles, and for founders like you and me who are constantly navigating “trend-driven” industries. The XPS comeback isn’t just about laptops, it’s a masterclass in understanding your audience and knowing when to double down on your roots over chasing the latest tech craze.
Why did Dell bring back the XPS series?
In 2025, Dell phased out its iconic XPS lineup in favor of generic branding under names like Dell Premium and Dell Pro. According to reports, this was an effort to simplify its product range while capitalizing on the emerging “AI PC” trend. But this experiment fell flat. Sales of these AI-focused machines failed to meet expectations. Simply put: consumers weren’t biting.
The narrative shifted in 2026 as Dell announced, at CES, that XPS was back. But the revived lineup wasn’t leaning into experimental features like on-device AI. Instead, Dell went back to basics. Think lightweight builds, impressive battery life, and gorgeous displays, things that actually matter to someone juggling work, video calls, and life in a café or coworking space.
Dell’s COO, Jeff Clarke, explained the change by saying, “We’re getting back to our roots.” That’s more than refreshing, it’s an example of a huge corporation admitting it made a mistake. This ability to pivot based on consumer feedback is something every founder ought to take note of.
How does the XPS revival reflect changing consumer priorities?
The tech market is increasingly saturated with AI gimmicks. From voice assistants to local AI functions that promise to “predict your needs,” many laptops on the market have prioritized these features over usability. But if you look at what consumers are demanding, it’s clear they simply want functionality over flash. Portability, durability, decent battery life, and a smooth user experience still reign supreme.
- The new XPS laptops come in 14-inch and 16-inch models, prioritizing slim designs and long battery life.
- The controversial capacitive touch-bar from the earlier XPS 13 Plus has been dropped in favor of traditional function keys (thank goodness!).
- Prices start steep, $2,049 for the XPS 14 and $2,200 for the XPS 16. But early reviews suggest the build quality and performance justify the premium.
Consumers, like your startup’s customers, are often smarter than marketers like to admit. And chasing trends without understanding what your users value (or need) can alienate even the most die-hard fans. If Dell’s rebranding failure taught the industry anything, it’s this: you can’t outpace demand with hype.
What are the lessons for founders from Dell’s pivot?
As entrepreneurs, we’re constantly faced with pressure to innovate or add “the next big thing” to our offerings. Yet, this often distracts from serving our actual customers. Here’s how I think Dell’s XPS revival applies to startup strategy:
- Listen to feedback: Dell brought back physical keys and familiar designs because users hated the radical changes.
- Resist following trends blindly: Just because AI PCs were in the spotlight didn’t mean they had enduring appeal.
- Own your mistakes: By admitting its rebranding flopped, Dell rebuilt consumer trust. Transparency always resonates.
- Know your audience: XPS focuses on what professionals and creatives care about, not on overloading features.
How can founders apply this to their startups?
If you find your startup chasing shiny objects instead of customer needs, take these steps:
- Revisit product-market fit. Are you solving a real user problem, or are you catering to a trend?
- Survey your existing users. What do they love? What frustrates them?
- Dial back on distractions. Feature bloat often alienates. Simplify your product instead.
- Communicate your changes. If you’re pivoting, involve your customers so they feel part of the process.
Dell’s XPS revival could have gone one of two ways: It could have been another tone-deaf product launch, or it could have been a symbol of change. Fortunately, it’s the latter. And for entrepreneurs like us, it’s a reminder that best practices start with humility, and most importantly, with listening.
The bottom line for founders
Founders, take a page from Dell’s playbook: Trends come and go, but understanding your users will always be what keeps you relevant. The XPS line is proof that you don’t have to reinvent everything to succeed, you just need to focus on what works and refine it further. Start there, and you’ll build an enduring business that people trust, even through missteps.
For more insight into how major brands and startups alike rebound from mistakes, keep following industry shifts and taking notes. There’s a lot more to learn, and a lot of opportunity to seize. What’s your next move?
FAQ on Dell’s XPS Revival and the Shift Away from AI PCs in 2026
Why is Dell reviving the XPS series in 2026?
Dell decided to revive the XPS series to return to its roots and prioritize usability and build quality after consumer dissatisfaction with its AI-focused laptops launched in 2025. The “AI PCs” heavily marketed in 2025 failed to meet sales expectations, highlighting that consumers preferred laptops designed for real-world functionality, such as portability, durability, and long battery life. Dell’s Vice Chairman, Jeff Clarke, announced at CES 2026 that the XPS comeback focuses on simplicity and high-end features like sharp displays and better battery life rather than unnecessary AI integrations. Read about Dell's CES 2026 announcement
What models are included in the revived XPS lineup?
The 2026 XPS lineup includes the XPS 14 and XPS 16 models. These options offer slim designs, lightweight builds, and high-resolution displays. They also remove features users disliked, such as the capacitive touch-bar used in earlier models. With traditional keyboards and ergonomic upgrades, the new XPS lineup balances classic functionality with modern-day performance. Prices for these models start at $2,049 for the XPS 14 and $2,200 for the XPS 16. Detailed feedback from early reviewers suggests the performance and build quality justify these premium prices. Explore the Dell XPS lineup on Ars Technica
What drove Dell away from marketing “AI PCs”?
The main reason Dell pivoted away from the AI PC trend was the lack of consumer interest. While features like voice assistants and local AI were highly publicized in 2025, they did not align with what most laptop buyers valued, such as durability and battery life. According to Dell executives, promoting AI capabilities as a primary selling point confused buyers more than it helped, and subsequent poor sales forced a change in direction. This strategic pivot underscores Dell’s renewed commitment to prioritizing consumer needs over riding fleeting tech trends. Learn more about Dell’s CEO statements regarding AI PCs
How does Dell’s XPS revival respond to user feedback?
The design decisions in Dell’s XPS revival directly reflect user preferences gathered over the years. Customers disliked the radical design changes like the capacitive touch-bar and borderless touchpads introduced in XPS 13 Plus (2022). For 2026, Dell reverts to more traditional physical function keys and ergonomic keyboards while maintaining a stylish look. This shows how a company can acknowledge past mistakes, genuinely listen to customer feedback, and revise products accordingly. Delve into the lessons from Dell
What sets the 2026 XPS laptops apart from competitors?
Unlike many laptops from competitors focusing on highly publicized AI capabilities, Dell's XPS 2026 models are built with professionals and creators in mind. Key features include a lightweight, stylish design, industry-leading battery life, and crystal-clear displays. Furthermore, Dell dropped flashy but impractical features, prioritizing tools that enhance productivity. These choices may pose a direct challenge to other premium brands, positioning XPS as a consumer and professional favorite once again. See Tom’s Guide take on XPS innovations
Are there new design changes in the XPS 14 and XPS 16?
Yes, the XPS 14 and XPS 16 have seen several design improvements. The controversial capacitive touch-bar has been replaced with traditional physical function keys, ensuring easier usability. The laptops also feature a defined, ergonomic touchpad and lattice-free keyboards, providing a tactile experience while still maintaining their sleek designs. These updates demonstrate Dell's focus on merging practicality with aesthetics in the revived XPS models. Discover XPS 14 and XPS 16 features
How has Dell addressed pricing for the new XPS models?
The 2026 XPS models are priced at the premium end, starting at $2,049 for the XPS 14 and $2,200 for the XPS 16. While these prices might seem steep, reviewers highlight that Dell justifies the cost with the build quality and performance. For consumers looking for configurations under $2,000, Dell plans to introduce additional affordable options in February 2026. These models aim to cater to varying customer needs. Check out XPS pricing insights
What lessons can entrepreneurs learn from Dell’s pivot?
Dell’s ability to acknowledge its mistakes, pivot strategies, and focus on consumer needs offers valuable lessons to entrepreneurs. The reintroduction of XPS is a masterclass in leveraging customer feedback, avoiding the temptation to chase trends blindly, and revising products to build enduring brand loyalty. This is a reminder for founders to stay aligned with their audience’s preferences rather than prioritize flashy features over functionality. Explore lessons from Dell’s approach
What role does XPS play in Dell’s overall strategy?
The return of Dell's XPS series signifies a shift in the company's consumer-oriented strategy. After experimenting with generic branding and AI PC marketing, Dell has realized the enduring value of strong brand recognition. XPS has now been repositioned as a centerpiece in Dell's lineup to attract professionals, students, and creatives, serving as a testament to the power of iconic branding. Learn more about the strategic shift
What feedback has been shared about the new XPS laptops?
Early reviews of the XPS 14 and XPS 16 emphasize their excellent build quality, improved ergonomics, and sleek designs. Critics have appreciated Dell’s decision to return to physical keyboards and traditional UX elements. The only downside noted has been the high price point, though it is deemed justified for premium features. Read hands-on impressions of the XPS laptops
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the “gamepreneurship” methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the point of view of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
