Microsoft appears to be phasing out the “Copilot Plus PC” branding, according to reports from Windows Central. The company’s latest 12-inch Surface Pro and 13-inch Surface Laptop models technically qualify for the designation based on system requirements, yet Microsoft is not marketing them under that name. Brett Ostrom, Microsoft’s Surface chief vice president, confirmed to the publication that these devices are not being called Copilot Plus PCs.
Qualcomm’s approach aligns with Microsoft’s shift. Kedar Kondap, Qualcomm’s senior vice president of compute and gaming, indicated that future computers offering comparable experiences will likely abandon the branding going forward. The statement suggests industry-wide agreement that the brand’s relevance has diminished.
The brand’s decline follows predictions from industry analysts who noted in 2024 that virtually all PCs would eventually incorporate basic AI hardware capabilities, undermining the distinction the Copilot Plus branding was meant to convey. Additionally, the flagship Recall feature encountered significant backlash from consumers and critics. Microsoft also faced criticism for aggressive AI promotion to Windows users and the introduction of a dedicated Copilot keyboard key, which users can now reconfigure.
Microsoft’s hardware strategy is evolving to emphasize Nvidia chips, positioning the company to launch what it describes as a new era of local artificial intelligence on personal computers. The company has scheduled a presentation on October 7th focused on how local AI will influence the future of PC development, suggesting an opportunity to introduce replacement branding for the discontinued Copilot Plus PC designation.
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