Microsoft Discontinues the ‘Copilot Plus PC’ Brand

Remember when Microsoft was all about promoting “Copilot Plus PCs” as the go-to machines with the AI power to tackle any task? Fast forward two and a half years, and it seems both Microsoft and Qualcomm are quietly acknowledging that the brand has fizzled out.

Reports indicate that while the new 12-inch Microsoft Surface Pro and 13-inch Surface Laptop technically meet the criteria for a Copilot Plus PC, Microsoft has decided to drop that label. Brett Ostrom, CVP of Microsoft Surface, confirmed that these devices are no longer referred to as Copilot Plus PCs.

Qualcomm’s SVP of compute and gaming, Kedar Kondap, echoed this sentiment, suggesting that future devices providing similar experiences will likely not carry that branding anymore.

It’s not surprising that Microsoft and its partners are stepping back. Back in 2024, experts noted that nearly every PC would soon have the essential AI hardware that the Copilot Plus brand was meant to represent. The standout feature of these PCs, Microsoft’s Recall function, didn’t receive a warm welcome, and users were frustrated by the constant AI upselling, including the dedicated Copilot key that many are now eager to remap.

Moreover, Microsoft’s flagship devices are set to incorporate Nvidia chips, which are expected to usher in a new era of personal AI for Windows. When Microsoft hosts a discussion on October 7th about how local AI will influence the future of PCs, it’s likely they’ll unveil a fresh brand to take the place of “Copilot Plus PC.”