Microsoft Abandons Copilot+ PC Brand Amid Marketing Criticism
Microsoft's Copilot+ PC brand, launched two years ago to identify AI-first computers with exclusive features, has quietly disappeared from Microsoft devices and OEM products.
The brand was associated with devices that offered advanced AI capabilities, including the recently announced Surface Pro 12 and 13. However, Brett Ostrum, corporate vice president of Surface devices at Microsoft, confirmed in an interview that these new devices will not carry the Copilot+ PC logo or name.
Although the devices still meet the requirements for the Copilot+ brand, Microsoft has decided to drop it. The exact reason behind this decision is unknown, but sources suggest that the brand may not have been effective in marketing or resonated with customers.
In 2024, Chris Hoffman wrote about his experience with a Surface Laptop 7 bearing the Copilot+ PC branding, criticizing the marketing efforts and labeling them as 'misleading'. He also pointed out that the local AI features of Copilot+ PCs were not significantly different from those available in other devices.
Qualcomm's senior vice president of compute, Kedar Kondap, stated that the new devices are offering the same experiences, but without using the Copilot+ PC terminology.