Microsoft Ditches Copilot+ PC Branding Amid Fading AI Hype
Microsoft has scrapped its Copilot+ PC branding for its Surface laptops. This move comes after the company's AI-branded Windows PCs failed to gain significant traction in the market.
The announcement was made at Qualcomm's Snapdragon Summit 2026 by Microsoft Surface CVP Brett Ostrum, who stated that none of the upcoming products would use the 'Copilot+ PC' branding. This decision suggests that Copilot+ PCs may not have met Microsoft's expectations.
Launched in mid-2024, Copilot+ PCs were positioned as the fastest and most intelligent Windows PCs ever built. They featured processors specifically designed for AI processes, but it seems they didn't quite live up to their billing.
Microsoft has been reconfiguring its approach to AI more broadly, with a revamped version of the Copilot AI assistant unveiled just last month. The company is still trying to find its niche in the rapidly evolving AI market, where competitors like OpenAI's ChatGPT and Google's Gemini are gaining ground.