Dell Is Back

Dell is the company building the most interesting calculator right on now . Dell is making calculator interesting again , period . Who would have think ?

Feast your eyes on the gorgeous tablet in the picture above . Then take a peep at the slick laptop computer below . Those barely - there bezel . That premium ultrathin building . They came from Dell .

They ’re not all looks , either : the new XPS 13 laptopandVenue 8 7000 tabletare among the safe we ’ve ever reviewed . And not just that . The laptop starts at $ 800 . The lozenge is $ 400 . Two agiotage product that you could in reality afford to take home plate .

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It ’s one hell of an accomplishment , but one that ’s actually not so far from this :

recollect those ads ? The ones where a scruffy dude charmed grownup into buying computers by play like a maniacal andspouting absurd merchandising bullshit?Still , it was grueling to argue with what the Dell dude was sell in the early 2000s : chintzy , staring computers that plug above their weight . Dell was cool because you could afford one without having to settle for some half - assed personal computer .

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I grease one’s palms my dreaming computer from Dell in 2002,the Inspiron 8200 . It had everything I postulate : a gamy - def 1600 x 1200 screen , a powerful Pentium 4 central processing unit , modular shelling for ( car ) camping , and discrete ATI graphics just good enough to get by at LAN party . I was able to give it with wages I ’d saved up from a part - time job , and it made me the invidia of my friends for at least a unretentive time . Yep , Dell was cool , and it made me nerveless .

Dell never really stop over building clap - for - the - buck Cartesian product like my Inspiron 8200 . But fandom faded as Dell became just one of many PC company hie to the bottom with price on traditional personal computer … and push out half - bake pad , smartphones , and stylish ultrathin laptop computer in an attack to keep rate with the mature popularity of Apple . And then , of form , there wasthat unfortunate business enterprise with the Dell buster .

But it ’s not like Dell is all about cheap computers , you know . The new Dell XPS 13 is hardly the company ’s first seek to make a arresting notebook . It ’s just the first sensational Dell notebook in late retention that you ’d in reality need to buy .

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Get a shipment of this incredible Dell Adamo , circa 2009.We called it “ the MacBook Air project by Batman . ”It ’s made of beautiful brush aluminium , with a pane of tempered glass around back . It also cost over $ 2,000 , weigh a absurd four pounds , was awfully underpowered , and had under three hours of battery sprightliness .

And then there’sthe Dell Adamo XPS , from later that class . See that keyboard ? It turn up correctly up into the computer ’s impossibly slight chassis . be adrift up the impression below and take a good feeling at that USB larboard and commend this computer is from 2009 . But again , $ 1,800 for a seriously weak computing machine that reviewers ultimately call unsatisfying .

Until today — in my mind , anyhow — the closest Dell ever buzz off to a blend of “ a figurer you ’d in reality want to buy ” and “ a computer you ’d wish to be regard using ” was the Dell XPS M1330 in 2007 . It still start at $ 1,300 , with configs ranging up to $ 3,000 . But it sic a record for skinny notebook computer at just under an inch deep , could come with discrete graphics ( which sadly burnt outand sparked a major course - aciton lawsuit ) , and it look pretty all-fired nerveless for the time .

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So how is Dell suddenly building stylish computers that be 100 of dollars less than you ’d expect ? Dell , now a private society , does n’t have to respond to investors who want to make a quick sawhorse . Dell ’s now focalize on long - terminal figure growth — which mean the company does n’t have to agitate out half - baked products to bet like they ’re doing something crucial .

Dell can take risks now .

“ Dell used to give up a ware if it did n’t betray well in 90 days , ” PC manufacture psychoanalyst Pat Moorhead tells me . “ That drove a refinement of low or no risk takers and you ca n’t come after in the PC market with this attitude . ” Importantly , Moorhead also articulate that Dell ’s current executive squad now intuitively understands the grandness of blueprint .

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So I chatted with one of those execs : Frank Azor , who function the XPS and Alienware businesses for Dell . That endearing carbon copy fiber and aluminum in the Dell XPS 13 ? Azor says Dell ’s been amend yields on those materials for three years now , which course fetch down the cost . But that was n’t the only factor in making the machine affordable . Dell made a conscious conclusion to not only make a great laptop , but also make some waves by hitting that unheard - of $ 800 price .

“ We have been bringing to market some amazing intersection for years now that most citizenry ca n’t afford , ” admits Azor . “ Quite plainly it was just a matter of challenging ourselves , apply all the knowledge we gained from building this course of products for several age now and focusing on the improved goal . ”

“ We have proven a top - character 13 - inch notebook does n’t have to be a fortune . ”

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