Microsoft Just Seemingly Killed Copilot+ Just 2 Years After Launch
Microsoft has seemingly abandoned the Copilot+ branding for its AI PCs, just two years after initially launching the program to bring AI-powered computers to the mainstream market. The company’s new Surface Pro and Surface Laptop models, unveiled at the Qualcomm Summit in Hawaii, notably dropped the Copilot+ designation that had previously been a key marketing focus.
When questioned about the missing branding, Microsoft Surface CVP Brett Ostrum confirmed that the new devices are “not called Copilot+ PCs,” despite meeting all technical requirements that previously qualified devices for the Copilot+ classification. This quiet shift indicates that Microsoft and other PC manufacturers are pulling back from promoting the Copilot+ branding.
The Copilot+ initiative launched approximately two years ago with the goal of establishing standardized AI-capable hardware and bringing AI features to mainstream consumers. The discontinuation of the branding represents a notable change in Microsoft’s approach to marketing its AI-integrated devices, suggesting a move away from emphasizing AI as a primary selling point.