Microsoft is killing off the ‘Copilot Plus PC’ brand
Microsoft is phasing out the 'Copilot Plus PC' branding as AI hardware becomes a standard feature across the PC market. The company is expected to introduce a new branding strategy as it shifts focus toward upcoming hardware integrations.
Why it matters
This move signals the commoditization of AI features in consumer hardware and a shift in Microsoft's marketing strategy for Windows devices.
Remember when Microsoft wanted everyone to know that “Copilot Plus PCs” were the ones to get, because those were the PCs that that’d have enough built-in AI muscle to get things done? Two and a half years later, Microsoft and Qualcomm seem to be admitting the brand is already dead.
Windows Central’s Zac Bowden reports that even though the new 12-inch Microsoft Surface Pro and 13-inch Surface Laptop technically meet the system requirements for a Copilot Plus PC, Microsoft is not calling them by that name anymore. “These are not called Copilot Plus PCs,” Microsoft Surface CVP Brett Ostrom told the publication.
Kedar Kondap, Qualcomm’s SVP of compute and gaming, seemed to agree that the brand’s time is done, telling Bowden that computers that offer the same experiences will “probably” not use that branding anymore.
Also covering this story
3 other newsrooms covered this event. We read each version separately.
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