From Ars Technica · · 1m 40s
Microsoft quietly drops Copilot+ PC branding
After two years of pushing AI PCs as essential, Microsoft is moving on without the label.
In brief
After two years of pushing AI PCs as essential, Microsoft is moving on without the label. The Copilot+ PC brand served its purpose in driving AI PC adoption, but Microsoft is abandoning it as interest wanes and new GPU technology takes priority. Originally reported by Ars Technica.
Microsoft drops Copilot+ PC label
New Surface PCs announced this week meet all Copilot+ requirements but won't carry the branding. Microsoft is moving away from the label despite the devices having 16GB RAM, 256GB storage, and high-performance NPUs.
“They do meet all the requirements of our previous bar for what Copilot+ devices are.”
The label served its purpose
Copilot+ PC branding helped push AI PCs into the mainstream when generative AI hype was peaking. By January 2025, Copilot+ PCs represented 15 percent of premium laptop sales in the US during the holiday season.
“Copilot+ PCs were 'winning new customers.'”
Interest in AI PCs is fading
Cloud-based AI options are now widely available, and on-device AI use cases remain limited. IDC research shows general interest in AI PCs has been wavering, making the premium specs less necessary for consumers.
“General interest in AI PCs has been wavering for a while, since cloud-based options are widely available.”
Dell already ditched AI PC branding
Dell killed its AI laptop branding this year after launching it in 2025. The company's 2026 lineup makes minimal mention of AI PCs, signaling broader industry shift away from the category.
Recall feature damaged the brand
Copilot+ PC branding was marred by security and privacy concerns around the Recall feature, which captures screenshots of user activity. The persistent risks made the label less appealing to consumers.
Nvidia RTX Spark is the new focus
Microsoft is releasing a Surface Laptop Ultra with Nvidia's RTX Spark GPUs this fall. The new GPU technology may take marketing priority over Copilot+ PC positioning.
The takeaway
The Copilot+ PC brand served its purpose in driving AI PC adoption, but Microsoft is abandoning it as interest wanes and new GPU technology takes priority.
