- Microsoft has quietly ditched the Copilot+ PC branding while revealing new Surface products.
- CVP Brett Ostrum revealed that the new PCs will meet all the requirements of next-gen AI devices.
- However, they won’t have the Copilot+ branding anymore.
Marketed as revolutionary next-gen AI PCs, the Copilot+ PC suite was announced by Microsoft two years ago in 2024. Originally meant to ship with the recall feature, a tool that would capture your screen every few seconds, the next-gen AI devices proved underwhelming after fan backlash forced Microsoft to remove the tool.
The PCs did have AI features, but most of these tools focused on video and photo enhancement, which made the reality less exciting than Microsoft’s marketing. Now, the company is officially moving on from the Copilot+ PC suite after two years.
Why it matters: Microsoft ditching its AI-driven branding for PCs is a reflection of how sentiment around AI has developed in the last few years.
Microsoft Surface CVP Brett Ostrum told Windows Central that the company is ditching the Copilot+ branding for its new devices after previously stating that everyone needed a Copilot+ PC. While revealing the latest Surface Pro and Surface products at the Qualcomm Summit, Microsoft didn’t add the Copilot+ branding to the marketing.
These are not called Copilot+ PCs. They do meet all the requirements of our previous bar for what Copilot+ devices are.
When asked about the nature of this move, Ostrum revealed that the new products meet all the requirements of what Copilot+ devices are, but they won’t be called that. Hence, the company is silently leaving its AI-driven PC brand synergy in the past, while giving consumers the same features.
Microsoft has heavily marketed its Copilot program as part of its overall AI push, adding a gaming Copilot to Xbox Series consoles and using player gameplay on PC to train this feature. Therefore, the company ditching the branding without any explanation is definitely something that should raise a few eyebrows.
Regardless, Microsoft is fully behind AI, and dropping the Copilot+ branding isn’t indicative of the company’s stance on the technology, as Satya Nadella is in support of Copilot.
Do you think dropping the Copilot+ branding is a PR move from Microsoft? Will you buy a PC that doesn’t have AI written all over it? Tell us in the comments below or head to the Tech4Gamers forum for discussion.
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Shameer Sarfaraz has previously worked for eXputer as a Senior News Writer for several years. Now with Tech4Gamers, he loves to devoutly keep up with the latest gaming and entertainment industries. He has a Bachelor’s Degree in Computer Science and years of experience reporting on games. Besides his passion for breaking news stories, Shahmeer loves spending his leisure time farming away in Stardew Valley. VGC, IGN, GameSpot, Game Rant, TheGamer, GamingBolt, The Verge, NME, Metro, Dot Esports, GameByte, Kotaku Australia, PC Gamer, and more have cited his articles.
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