Dell’s Strategic Reset and Intentional Return to the XPS Brand

Dell’s CES 2026 product announcements read like a company choosing clarity over experimentation. Jeff Clarke, Dell’s vice chairman and chief operating officer, set the tone early when he admitted the PC business had drifted, and then put a stake in the ground publicly: “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.”
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