Dell’s CES 2026 Rebrand: Clarity Over Chaos in the PC Market
Dell’s CES 2026 strategy reads like a corporate confession: 'We messed up the branding. Let’s fix it.'
Jeff Clarke admitted:
We’ve got a bit off course in our PC business, and the accumulated impact is we’ve underperformed getting back to our roots, getting back to the basics.
The XPS line now serves as a premium anchor for non-gamers, featuring all-new XPS 14/16 models and a 2026 XPS 13 return. These laptops emphasize design consistency and repairability through modular ports and removable keyboards. Dell claims 'best battery life in the industry' with up to 27 hours of Netflix playback and 40 hours of video playback, powered by Intel Core Ultra 3 and 12 Xe-core integrated graphics.
Alienware expands its gaming tiers with ultra-slim laptops (17mm thick), entry-level notebooks, and anti-glare OLED displays on 16 Area 51 and 16X Aurora laptops. Desktops now use Intel Core Ultra 200HX and AMD Ryzen 9850X3D 3D V Cache processors.
UltraSharp introduces 52-inch curved 6K IPS Black ultrawide (120Hz, 4 PC KVM) and 32-inch 4K QD-OLED (Delta E <1, 99% DCI-P3) displays for professionals. Dell acknowledges past branding inconsistencies: 'We didn’t listen to you. You were right on branding.'
