Dell Technologies is bringing back its well-regarded XPS laptop brand after discontinuing it last year, as a top executive said the PC business had \u201cgotten a bit off course.\u201d<\/p>\n\n\n\n
The high-end XPS series had been a mainstay on tech reviewers\u2019 laptop best-of lists when Dell\u00a0announced\u00a0last January that it would be moving to simpler naming conventions.<\/p>\n\n\n\n
The new names \u2014 such as Dell Pro and Dell Pro Max \u2014 drew jeers from consumers, who said the rebranding was eerily reminiscent of some Apple products.\u00a0<\/p>\n\n\n\n
Now, Texas-based Dell is reinstating the brand, it said Monday during CES, the annual consumer electronics show happening this week. <\/p>\n\n\n\n
\u201cWe\u2019ve gotten a bit off course in our PC business, and the accumulated impact is we\u2019ve underperformed,\u201d said chief operating officer Jeff Clarke during a briefing with reporters ahead of the conference.\u00a0<\/p>\n\n\n\n
Clarke, who\u00a0took\u00a0direct control over the personal computer unit last summer, said that tariffs, the \u201cunmet promise of AI\u201d and \u201cone of the slowest CPU transitions I have ever been involved in\u201d culminated in a year that \u201chasn\u2019t quite been what we thought it was going to be.\u201d\u00a0<\/p>\n\n\n\n
\u201cQuite frankly, I owe you an apology today,\u201d he added, addressing customers and what he called industry experts. \u201cWe didn\u2019t listen to you. You were right on branding.\u201d<\/p>\n\n\n\n
Limited configurations of two new models, the XPS 14 and XPS 16, will be\u00a0available beginning Tuesday, Dell said, with a 13-inch model in the pipeline for later this year. <\/p>\n\n\n\n
The initial XPS 14 is priced at $2,050 (R33,482) while the XPS 16 is $2,200 (R35,932). <\/p>\n\n\n\n
Additional versions of the two laptops, including those priced at less than $2,000,\u00a0will be available in February, Dell said.<\/p>\n\n\n\n
The two notebooks, which will compete directly with Apple\u2019s 13- and 15-inch MacBook Air, similarly have aluminium enclosures, compact designs and slim bezels around the display. <\/p>\n\n\n\n
They measure 14.6 millimetres thick, making them Dell\u2019s thinnest laptops, according to the company. The 14-inch model weighs about 1.36kg ,while the larger version is 1.63kg. <\/p>\n\n\n\n
On the inside, the XPS systems use newly available Intel Corp. chips that\u00a0offer\u00a0faster performance and, in particular, improved artificial intelligence processing, according to Dell. <\/p>\n\n\n\n
The company also said it redesigned the internal fans so that they\u2019re larger, thinner, quieter and more power efficient. <\/p>\n\n\n\n
Battery life with typical usage can go as long as 27 hours, though that comes with the caveat of configuring the system with a less vibrant LCD screen as opposed to a punchier OLED panel.<\/p>\n\n\n\n
The forthcoming XPS 13 will mark the return of a popular model that first made its debut at CES in 2012. <\/p>\n\n\n\n
The updated version will have a similar build quality as the new XPS 14 and XPS 16, but will be thinner, measuring less than 13 millimetres thick, Dell said.<\/p>\n","protected":false},"excerpt":{"rendered":"
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