Dell Technologies has unveiled a $699 touch-screen version of its XPS 13 laptop, sharpening competition with Apple and signalling a renewed battle for consumers seeking premium portable computers at lower prices.
The device, announced ahead of a broader refresh of Dell’s consumer PC portfolio, is aimed at buyers who want a lightweight laptop with advanced features without paying flagship prices. The company is positioning the model as an affordable alternative to Apple’s MacBook range, which has dominated the premium laptop segment in recent years.
The new XPS 13 features a touch-screen display and is powered by Qualcomm’s Snapdragon X platform, part of a growing wave of Arm-based processors designed to deliver improved battery life and artificial intelligence capabilities. The machine is also branded as a Copilot+ PC, reflecting Microsoft’s push to embed AI features directly into Windows devices.
Dell’s move comes as computer manufacturers seek to capitalise on renewed interest in personal computers following the rapid adoption of generative AI tools. Hardware makers are increasingly marketing laptops based on their ability to run AI-powered applications locally rather than relying entirely on cloud services.
The lower price point could prove significant in a market where consumers have become more cautious about spending on electronics. Analysts have argued that widespread adoption of AI PCs will depend not only on new software capabilities but also on whether manufacturers can make the technology accessible to mainstream buyers.
Competition in the sector has intensified over the past year. Apple has expanded its MacBook lineup with increasingly powerful in-house silicon, while Microsoft and its hardware partners have promoted a new generation of Windows devices built around AI workloads. Companies including HP, Lenovo, Asus and Acer have also introduced AI-focused laptops targeting both consumers and business users.
For Dell, the launch represents an attempt to broaden the appeal of the XPS brand beyond high-end buyers and establish a stronger foothold in what the industry hopes will be the next major upgrade cycle for personal computers.
Competitive context
- Starting at $599 in the US, Apple’s MacBook Neo disrupted the market earlier this year by offering strong performance at a lower price point, forcing rivals to respond.
- Dell’s XPS 13 positions itself as a premium alternative, banking on design and touch capability rather than undercutting Apple on cost.
- Analysts note that Dell’s higher entry price could be a challenge, but the touchscreen and build quality may appeal to students seeking versatility.
Outlook
The XPS 13 launch highlights the intensifying rivalry between Dell and Apple in the entry-level premium laptop space. With students and younger professionals as the target audience, Dell is banking on design and functionality to offset Apple’s pricing edge. The back-to-school season will be the first test of whether Dell’s bet pays off in a market increasingly shaped by Apple’s aggressive push into affordable computing.
