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Microsoft quietly ending 'Copilot+ PC' branding for Windows laptops
9to5Google • • technology
Key Points:
- Microsoft appears to be ending its Copilot+ PC branding for Windows laptops, as confirmed indirectly by Surface CVP Brett Ostrum, who noted that new devices meet previous Copilot+ requirements but are not labeled as such.
- The Copilot+ PC branding, introduced in 2024, was used to identify laptops with specific AI hardware features, particularly the Neural Processing Unit (NPU), which is now common in most mid-to-high-end laptops.
- The branding lost traction after the flagship feature, Recall, faced consumer backlash, reducing Copilot+ to a hardware checklist that lacked clear consumer understanding.
- Nvidia’s recent RTX Spark initiative has not referenced Copilot+ PC branding, indicating a broader industry move away from the label.
- It remains unclear if Microsoft will discontinue the Copilot Key feature alongside the branding phase-out.
