Microsoft drops the Copilot Plus PC label as AI branding shifts
Microsoft has announced that new Surface devices will no longer be marketed under the Copilot Plus PC brand.
Microsoft is ending the use of the Copilot Plus PC brand, despite the newest Surface Pro and Surface Laptop satisfying the required AI hardware standards. Brett Ostrom, Microsoft’s Surface CVP, told reporters that the devices will not carry the Copilot Plus label. Qualcomm’s senior vice president Kedar Kondap echoed the sentiment, suggesting the branding will likely disappear.
The decision comes after the Recall feature and other Copilot Plus functions received mixed reactions, and after users complained about persistent AI upsells. Additionally, Microsoft’s flagship hardware line is set to adopt Nvidia chips, signaling a new direction for personal AI on Windows. An upcoming Microsoft event on October 7 will likely introduce a fresh branding strategy for AI-enabled PCs.
Why it matters
The brand change signals Microsoft’s shift in AI strategy and could affect how future PCs are marketed.
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