From The Verge · Sean Hollister · · 1m 30s
Microsoft kills off Copilot Plus PC brand
Two and a half years after launch, Microsoft and Qualcomm are quietly dropping the AI PC branding that was supposed to define a new era.
In brief
Two and a half years after launch, Microsoft and Qualcomm are quietly dropping the AI PC branding that was supposed to define a new era. Microsoft is abandoning the Copilot Plus PC brand after just two and a half years, admitting the marketing push for AI-equipped computers has failed to stick. Originally reported by…
The brand that was supposed to matter
Microsoft launched Copilot Plus PCs to mark computers with enough built-in AI power to get things done. Two and a half years later, the brand is dead.
New Surface devices drop the label
The new twelve-inch Surface Pro and thirteen-inch Surface Laptop meet Copilot Plus PC requirements but Microsoft is not calling them by that name anymore.
“These are not called Copilot Plus PCs.”
Qualcomm agrees the brand is done
Kedar Kondap, Qualcomm's senior vice president of compute and gaming, said computers offering the same experiences will probably not use that branding anymore.
Why the brand failed to stick
Almost every PC soon will have basic AI hardware. Recall, the flagship feature, flopped. Users hated constant AI upsells and the dedicated Copilot key.
Nvidia chips signal a new direction
Microsoft's flagship hardware will now use Nvidia chips instead, supposedly kicking off a new era of personal AI in Windows.
A new brand is coming soon
On October seventh, Microsoft hosts a conversation on how local AI will shape the next chapter of the PC. A shiny new brand is expected to replace Copilot Plus PC.
At a glance
Microsoft is abandoning the Copilot Plus PC brand after just two and a half years, admitting the marketing push for AI-equipped computers has failed to stick.
