Microsoft drops Copilot+ branding from its new laptops
Microsoft is quietly phasing out the 'Copilot+' branding for its new laptops despite continuing to develop AI features for its hardware. The company is shifting its strategy to focus on performance and reliability while moving away from the specific marketing label introduced in 2024.
Why it matters
This signals a potential pivot in Microsoft's AI hardware strategy following underwhelming market reception and a broader industry trend toward more subtle AI integration.
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(Image credit: Microsoft) Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Email Share this article 10 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Microsoft launched the Copilot+ brand in 2024 to differentiate its offerings with local AI capabilities from other devices that do not have NPUs or fail to meet the minimum 40+ TOPS requirement. But a little over two years after the disastrous launch and poor sales , the company has quietly moved away from the brand. Microsoft Surface CVP Brett Ostrum confirmed this to Windows Central in an interview on the sidelines of Snapdragon Summit 2026.
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