The Dell XPS 13 brand has a long story of excellence. Dell may have retired this branding at CES 2025 but that doesn't mean this laptop is any less great today than it was when we reviewed it in the fall of 2024.

Branding is important. Corporations spend millions of dollars every year to make sure that words like “Tacoma” and “Sleep Number” press the right buttons in your brain. And Dell has spent decades putting that same work in for terms like “XPS,

Dell is retiring some of its most recognizable laptop brands, including the beloved XPS, as part of a rebranding effort unveiled at CES 2025. The company announced that its new lineup will consist of three simplified categories: Dell,

The company has opted to kill off the XPS brand in favor of something simpler, although from what we can tell, it might

This time around, the company held a full-on keynote with Michael Dell himself, where the firm announced that it's killing off all of its branding on its laptops, consolidating them into one brand. And the brand