This article first appeared on GuruFocus.
Dell Technologies Inc. (DELL, Financials) has brought back its XPS laptop brand to strengthen its presence in the premium personal computer segment and revive demand amid a sluggish PC market.
The firm introduced the XPS 14 and 16 at the Consumer Electronics Show in Las Vegas, with the XPS 13 coming later this year. Intel Core Ultra Series 3 CPUs with Arc graphics will power the laptops, delivering up to 78% quicker AI performance and 50% faster graphics speeds than previous models.
After very broad feedback from partners and consumers, Dell reversed its XPS retirement last year, according to COO Jeff Clarke. You deserve an apology now. We ignored you. Clarke remarked in the media briefing, “You nailed branding.”
The XPS 14 and 16 will cost $2,049.99 and $2,199.99, respectively, in the U.S. and Canada, with limited options. Dell aims to streamline its product selection by providing Dell entry and mainstream models, XPS for premium consumers, and Alienware for gaming.
Clarke said growing memory costs might affect industry pricing strategy and that AI-related demand has not met expectations. Still, Dell thinks the relaunch of XPS will strengthen its high-end consumer market position versus HP Inc. and Lenovo.