Sorta CES, but not really — Dell has reintroduced its XPS line of laptops after a period of absence, acknowledging that the decision to abandon the brand was a significant mistake. According to Jeff Clarke, Dell’s Chief Operating Officer, the previous branding strategy aimed to simplify their product lineup proved overly complicated, leading to consumer confusion. The new XPS models, available in 14- and 16-inch variants, feature advanced specifications including Intel Core Ultra processors and improved designs that prioritize functionality over aesthetics, such as the return of physical function keys. Prices for the new XPS 14 and 16 start at $2,050 and $2,200 respectively, reflecting adjustments due to ongoing chip shortages. The company plans to release a new XPS 13 later this year.
Clarke acknowledged earlier branding missteps, stating, “We didn’t listen to you. You were right on branding.” The new models feature Intel Core Ultra Series 3 processors and enhanced graphics capabilities, aiming to address challenges in the competitive AI PC market while also reintroducing the Precision brand within the Dell Pro line for high-performance workstations.
Why do we care?
This is one of those stories that looks cosmetic until you’ve actually had to run an MSP.
XPS wasn’t just a laptop line—it was a decision. You knew who it was for, how it behaved, and where it fit. When Dell tried to “simplify” that away, MSPs paid the price in confused customers, broken standards, and longer sales cycles.
Now Dell is admitting the quiet part out loud: they didn’t listen, and the market was right. That’s good—but it doesn’t undo the disruption.
Here’s the risk if MSPs misread this. They’ll treat the XPS return as permission to lean into the AI PC hype and upsell hardware without tightening standards. That’s how you end up with expensive endpoints justified by vague promises and no measurable outcome.
The smarter move is to see this as a reminder of your role. MSPs exist to impose order on vendor chaos. Stable product families reduce support cost, training burden, and customer confusion. When vendors wobble, MSPs have to be the adults in the room.
This matters now because endpoint fleets are already under pressure—pricing is up, refresh cycles are stretched, and AI narratives are muddying procurement. Dell fixed a naming mistake. MSPs need to fix the bigger one: assuming vendors will optimize for operational clarity without being forced to.