There is no other brand name connected as much to digital print as Xerox. Accordingly, there is considerable attention when an announcement is made that Xerox reorganises (again).
To be honest, Xerox reinvented itself a couple of times. More recently Xerox acquired ACS in 2010 to diversify into services. After some years of little growth and synergies between the two business units, Xerox spun off the service business in 2016 as Conduent. In 2018 a new leadership team under John Visentin was installed by “activist investors” Icahn and Dyson, after terminating the Fujifilm merger and the ensuing divorce from Fuji Xerox. 2019/2020 saw the failed bid for HP takeover. This was followed by donating the PARC research centre, selling off portions of the software business, shuttering the former Impika inkjet activities in France, and terminating the liquid metal 3D print project.