# 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.
- Title: Microsoft kills off Copilot Plus PC brand · The Verge
- Summary: 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…
- Keywords: microsoft, copilot plus pc, ai pcs, qualcomm, surface pro, surface laptop, windows, brand strategy, technology, culture, kills, Copilot
- Source: The Verge — https://theverge.com/tech/1000495/microsoft-is-killing-off-the-copilot-plus-pc-brand
- Author: Sean Hollister
- Published: 2026-09-25T01:25:53+00:00
- Read time: 1 min
- Topics: microsoft, copilot plus pc, ai pcs, qualcomm, surface pro, surface laptop, windows, brand strategy, technology, culture
## 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.
## Key takeaway

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.