Microsoft appears to be retiring the 'Copilot Plus PC' brand, a label originally designed to identify computers with enough built-in AI muscle to handle advanced tasks. Two and a half years after the brand's introduction, Microsoft and its partner Qualcomm seem to be admitting that the branding has run its course.
A Shift in Hardware Branding
According to reports from Windows Central, even though the new 12-inch Microsoft Surface Pro and 13-inch Surface Laptop meet the system requirements for a Copilot Plus PC, Microsoft is no longer using the name. "These are not called Copilot Plus PCs," Microsoft Surface CVP Brett Ostrom told the publication. Kedar Kondap, Qualcomm’s SVP of compute and gaming, echoed this sentiment, stating that computers offering these experiences will "probably" not use that branding anymore.
Factors Behind the Retreat
The move away from the brand is not entirely unexpected. Industry observers noted as early as 2024 that basic AI hardware levels would soon become standard across almost all PCs. Several specific issues may have contributed to the brand's decline:
- The poor reception of Microsoft’s flagship 'Recall' feature.
- User frustration regarding constant AI upsells within Windows.
- The dedicated Copilot keyboard key, which Microsoft has finally allowed users to remap.
The Nvidia Era and Local AI
Microsoft’s flagship hardware strategy is now pivoting toward the inclusion of Nvidia chips, which are expected to drive a new era of local AI performance in Windows. On October 7th, Microsoft is scheduled to host a conversation regarding how local AI will shape the "next chapter of the PC," an event likely to introduce a new brand to replace the outgoing 'Copilot Plus PC' label.
