Technology
Microsoft quietly phases out its 'Copilot Plus PC' branding
Two years after launching the AI-focused designation, Microsoft and chipmakers are distancing themselves from a brand that failed to capture the market's imagination.
The Verge
Microsoft appears to be abandoning the "Copilot Plus PC" label, a branding effort introduced to distinguish computers with sufficient AI processing power for local artificial intelligence tasks. The company has stopped applying the designation to its newest flagship devices, signaling a retreat from a campaign that never quite gained traction.
The quiet exit#
When Microsoft launched the latest 12-inch Surface Pro and 13-inch Surface Laptop, both technically qualify for Copilot Plus PC certification, yet neither carries the label. According to reporting, Microsoft Surface executive Brett Ostrom confirmed these machines are "not called Copilot Plus PCs." Qualcomm's leadership similarly indicated that future devices offering comparable capabilities will likely abandon the branding entirely.
Why the brand faltered#
The "Copilot Plus PC" initiative was built on the assumption that AI-capable hardware would remain a differentiating feature. However, as chipmakers have rapidly democratized neural processing units (NPUs) across their product lines, the distinguishing factor has eroded. What was once positioned as premium functionality is becoming standard across manufacturers' entire portfolios.
The campaign also stumbled due to missteps in execution and user reception. Microsoft's marquee AI feature—Recall, which snapshots user activity for local search—encountered significant pushback. Beyond that, the company faced ongoing criticism for aggressive AI integration and constant upsells in Windows, plus the controversial dedicated Copilot keyboard key (which users can finally remap as of late 2024).
What comes next#
Microsoft is reportedly preparing a fresh branding initiative. The company has scheduled an October 7th event focused on "how local AI will shape the next chapter of the PC," and observers expect a rebranded positioning—possibly centered around Nvidia's upcoming GPU chips, which are set to power next-generation Surface devices. The transition suggests Microsoft is pivoting its AI PC narrative rather than abandoning it entirely.
