Microsoft Drops 'Copilot Plus PC' Label as AI Hardware Becomes Standard

Key points

• Microsoft Surface CVP Brett Ostrom confirmed that the new 12-inch Surface Pro and 13-inch Surface Laptop will not carry the 'Copilot Plus PC' label, even though they meet the technical specifications.
• Qualcomm SVP Kedar Kondap indicated that future devices offering similar AI experiences will likely not use the specific branding, signaling a broader industry retreat from the term.
• The brand was introduced in 2024 to distinguish PCs with sufficient AI processing power, but critics noted that nearly all new laptops now include the required Neural Processing Units (NPUs).
• Microsoft is preparing to launch new hardware with Nvidia chips on October 7, which may introduce a new branding strategy to replace the retired label.
• The decision follows user backlash against forced AI upsells, the controversial Recall feature, and the inability to remap the dedicated Copilot keyboard key until recently.

Background

This development follows Microsoft's recent consolidation of its Copilot apps into a unified 'super app' and the retirement of legacy features like Mico. The 'Copilot Plus PC' brand was launched in 2024 to define a category of Windows PCs designed for local AI, but the rapid adoption of NPUs across the industry has rendered the distinction obsolete.

How outlets are covering it

The Verge frames the move as an admission that the brand is dead, citing the ubiquity of AI hardware and user annoyance with AI upsells. Windows Central emphasizes the quiet pullback by PC makers, noting that the branding was intended to define a specific performance bar (45 TOPS NPU) that is now standard. TechPowerUp highlights that the shift is not limited to Microsoft, as Nvidia's RTX Spark PCs also omit the label despite meeting requirements, suggesting a broader industry consensus that the branding has failed to resonate with consumers.

Why it matters

The retirement of the 'Copilot Plus PC' brand signals a shift in how the tech industry markets AI capabilities. Instead of using a specific label to denote AI-readiness, manufacturers are likely to focus on general performance metrics or new hardware partnerships, such as Nvidia's upcoming chips, to differentiate their products in a market where AI hardware is now ubiquitous.

What to watch

Microsoft is expected to unveil a new branding strategy on October 7 during a 'conversation on how local AI will shape the next chapter of the PC.' The company will likely focus on its new Nvidia-powered hardware and the unified Copilot 'super app' to drive future AI adoption, moving away from the hardware-specific 'Copilot Plus' label.