From PCMAG · James Peckham · · 1m
Microsoft Kills Copilot+ PC Brand
Microsoft quietly drops Copilot+ PC name from devices after rocky launch.
In brief
Microsoft quietly drops Copilot+ PC name from devices after rocky launch. Microsoft stopped using Copilot+ PC branding on new devices after security concerns and poor marketing led to confusion. Originally reported by PCMAG.
Microsoft drops Copilot+ PC name
Microsoft stopped using the Copilot+ PC brand on recent devices including Surface Pro 12 and 13 with Snapdragon X2 Plus.
“They do meet all the requirements of our previous bar for what Copilot+ devices are”
Copilot+ PC branding rocky start
The brand faced delays after security concerns about its Recall feature and marketing confusion.
“The idea that Copilot+ PCs are a transformative new product that their local AI features are enough to encourage you to buy a new PC with an NPU is just plain misleading”
Microsoft execs confirm change
Surface devices VP Brett Ostrum said new devices meet Copilot+ requirements but won't carry the branding.
“We still lean into the narrative around AI on the edge and being able to have a hybrid solution out there”
Qualcomm supports shift
Qualcomm's compute SVP Kedar Kondap said new devices offer same experiences without Copilot+ PC terminology.
“These new devices are offering the same experiences, probably without just using [Copilot+ PC] terminology now”
Microsoft keeps AI focus
Microsoft CEO Satya Nadella said they're building Copilot as a new OS for work across all devices including 24-7 Autopilot AI agent.
“the company is building Copilot as a new OS for work that spans every model, every form factor, and every task”
Copilot removed from Windows
Microsoft removed Copilot from less useful locations in Windows 11 including Notepad, Photos, and Snipping Tool.
“remove Copilot from places where it doesn't live up to its promise”
What to remember
Microsoft stopped using Copilot+ PC branding on new devices after security concerns and poor marketing led to confusion.
