Microsoft Drops Copilot+ PC Brand Amid Criticism

Microsoft has quietly phased out its Copilot+ PC brand from recent Surface devices and OEM products, according to an interview with Brett Ostrum, corporate VP of Microsoft's Surface devices. The brand was introduced two years ago as a way to identify AI-first computers with exclusive artificial intelligence features.

Ostrum confirmed that the recently announced Surface Pro 12 and 13 with the Snapdragon X2 Plus won't carry the Copilot+ PC logo or name, despite meeting all the requirements for Copilot+ devices. He didn't explain why Microsoft made the change.

However, in an August 2025 article by Chris Hoffman, he criticized the marketing of Copilot+ PCs, saying that the branding was misleading and that the local AI features were not enough to encourage users to buy a new PC with a neural processing unit (NPU).

Kedar Kondap, Qualcomm's SVP of compute, also weighed in on the issue, stating that the new devices are offering the same experiences without using the Copilot+ PC terminology.