Microsoft is quietly abandoning its previously launched «Copilot Plus PC» brand. The company no longer uses this name, even for new devices that meet the technical requirements.
Remember when Microsoft wanted everyone to know that «Copilot Plus PCs» were the ones to get? The idea was that these specific PCs would have enough built-in AI power to handle smart tasks. The brand aimed to highlight devices truly capable of running advanced on-device AI features.
Now, about two and a half years after this initiative began, it seems Microsoft and Qualcomm are acknowledging that the brand is already fading away. Reports indicate that even brand-new devices like the 12-inch Microsoft Surface Pro and the 13-inch Surface Laptop, which technically meet the system requirements for a «Copilot Plus PC», are not being called by that name anymore. Brett Ostrom, Microsoft Surface CVP, confirmed this, stating, «These are not called Copilot Plus PCs».
What does this mean for you? This suggests that the focus might shift away from a specific brand name. Instead, Microsoft could be emphasizing AI capabilities within Windows more generally, regardless of the device's specific branding. Perhaps the company realized that consumers care more about what a PC can do rather than the specific label it carries. This could also simplify things for buyers; you won't need to hunt for a specific brand tag to ensure you get AI features. Instead, those features will likely be integrated into the broader Windows experience on compatible hardware.
It looks like Microsoft is re-evaluating its marketing strategy for AI features, and this could be a good thing for all of us, making it clearer and easier to understand what you're buying when you look for a new PC. It’s all about the AI, not the name.
Now, about two and a half years after this initiative began, it seems Microsoft and Qualcomm are acknowledging that the brand is already fading away. Reports indicate that even brand-new devices like the 12-inch Microsoft Surface Pro and the 13-inch Surface Laptop, which technically meet the system requirements for a «Copilot Plus PC», are not being called by that name anymore. Brett Ostrom, Microsoft Surface CVP, confirmed this, stating, «These are not called Copilot Plus PCs».
What does this mean for you? This suggests that the focus might shift away from a specific brand name. Instead, Microsoft could be emphasizing AI capabilities within Windows more generally, regardless of the device's specific branding. Perhaps the company realized that consumers care more about what a PC can do rather than the specific label it carries. This could also simplify things for buyers; you won't need to hunt for a specific brand tag to ensure you get AI features. Instead, those features will likely be integrated into the broader Windows experience on compatible hardware.
It looks like Microsoft is re-evaluating its marketing strategy for AI features, and this could be a good thing for all of us, making it clearer and easier to understand what you're buying when you look for a new PC. It’s all about the AI, not the name.
