● Covered by 3 sources · 3 reportsMedium impact3 neutral
Microsoft discontinues 'Copilot Plus PC' branding for new Surface devices
Key points
- Microsoft drops 'Copilot Plus PC' branding for new Surface Pro and Laptop.
- New devices meet technical requirements but will not use the name.
- Qualcomm SVP indicates future AI PCs may also forgo the branding.
- Original branding faced criticism and the Recall feature was poorly received.
- Surface CVP Brett Ostrum confirmed new Surface devices are not called Copilot+ PCs.
- Microsoft started using Copilot+ PC branding in 2024.
- Nvidia's RTX Spark push has not mentioned Copilot+ PC branding.
- Copilot+ PCs require 16GB RAM, 256GB storage, and a 40 TOPS NPU.
- Surface Pro 12-inch (2nd Edition) and Surface Laptop 13-inch (2nd Edition) launch October 13.
- New Surface devices use Qualcomm Snapdragon X2 Plus processors.
- Qualcomm Hexagon NPU in new Surface devices is rated at 80 TOPS.
Microsoft Retires 'Copilot Plus PC' Brand
Microsoft has ceased using the 'Copilot Plus PC' branding for its latest hardware releases, including the new 12-inch Microsoft Surface Pro and 13-inch Surface Laptop. Despite these devices meeting the technical specifications previously associated with the brand, Microsoft Surface CVP Brett Ostrom confirmed they are not being called Copilot Plus PCs.
Industry Acknowledgment of Brand Shift
Kedar Kondap, Qualcomm’s SVP of compute and gaming, supported the notion that the branding's time is over, stating that future computers offering similar AI experiences will "probably" not use the Copilot Plus PC name. This suggests a broader industry move away from the specific designation.
Background and Criticisms
The 'Copilot Plus PC' brand was introduced to identify PCs with sufficient AI hardware. However, it faced criticism, with many pointing out that most PCs would soon meet these basic AI hardware levels. The flagship feature, Microsoft's Recall, also received negative feedback, and the company was criticized for persistent AI upsells and the dedicated Copilot keyboard key.
Future Branding and AI Strategy
Microsoft's upcoming hardware is expected to feature Nvidia chips, potentially ushering in a new era for personal AI in Windows. An upcoming Microsoft event on October 7th, focusing on local AI's role in the PC's future, is anticipated to introduce a new brand to replace 'Copilot Plus PC'.
Updates
- Copilot+ PCs require 16GB RAM, 256GB storage, and a 40 TOPS NPU.
- Surface Pro 12-inch (2nd Edition) and Surface Laptop 13-inch (2nd Edition) launch October 13.
- New Surface devices use Qualcomm Snapdragon X2 Plus processors.
- Qualcomm Hexagon NPU in new Surface devices is rated at 80 TOPS.
- Surface CVP Brett Ostrum confirmed new Surface devices are not called Copilot+ PCs.
- Microsoft started using Copilot+ PC branding in 2024.
- Nvidia's RTX Spark push has not mentioned Copilot+ PC branding.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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How outlets covered it
Microsoft is no longer using the "Copilot+ PC" branding for its new Surface devices, despite them meeting the technical specifications. This shift indicates a change in marketing strategy for AI-accelerated Windows systems.
Microsoft is discontinuing its 'Copilot+ PC' branding for Windows laptops, as indicated by the absence of the label on new Surface devices and executive statements. This change follows consumer confusion and backlash over the branding's flagship feature, Recall.
Microsoft is no longer using the 'Copilot Plus PC' brand for its new 12-inch Surface Pro and 13-inch Surface Laptop, despite these devices meeting the technical requirements. This change indicates a shift away from the branding, which was originally intended to highlight PCs with built-in AI capabilities.