Intel Launches Core Ultra Series 3, Dell Admits 'Mistake' in Dropping XPS Brand

Panther Lake processors are now available, and Dell is reviving its renowned XPS laptop line after widespread criticism.

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In a significant move for the processor and laptop market, Intel has announced the launch of its new Core Ultra Series 3 processors - codenamed 'Panther Lake' - which are available for purchase starting January 6, 2026. This marks Intel's bid to reclaim market momentum in the face of intense competition from AMD and Qualcomm, according to Tom's Guide. The launch comes at a pivotal time, with 2026 shaping up to be a 'processor war' year, featuring Qualcomm’s new Snapdragon X2 Elite chips and AMD’s Ryzen AI 400 Series. The immediate availability of Intel's new chips means consumers and reviewers will soon be able to test and compare their real-world performance, potentially deciding Intel's fate in this crucial market battle.

Meanwhile, at CES 2026, Dell made a rare public admission of error. Chief Operating Officer Jeff Clarke announced that discontinuing the XPS brand in 2025 was a 'mistake,' and the company is bringing back the premium line that has long set industry standards for quality and performance. Clarke stated in a press conference: 'We listened to our customers and recognized that XPS means much more to them than just three letters.'

Dell’s 2025 move to drop the XPS brand in favor of a simpler naming system provoked widespread backlash from users and tech reviewers, as XPS devices have long represented the 'gold standard' for premium laptops, according to Engadget. The XPS name stood for quality, performance, and sophisticated design, and its removal felt like erasing the company’s legacy and identity. Dell’s reversal is seen as proof the company remains responsive to its customers.

The new XPS devices are expected to command premium prices, but Tom's Guide senior editor Mark Spoonauer noted they have 'a lot to justify that premium.' In another notable development, Asus revealed the ROG Zephyrus Duo, a 16-inch dual-screen gaming laptop described by Tom's Guide’s Jason England as 'one of the coolest laptops of the decade,' despite its likely high price.

These developments underscore the rapidly evolving laptop market in 2026, where competition extends beyond technical specs to include brand heritage, customer loyalty, and trust. Dell’s acknowledgment and the XPS comeback serve as a lesson for other tech firms: in an era of rapid technological change, listening to customers and preserving hard-earned brand identity are as vital as innovation itself.