GoKawiilMicrosoft quietly drops the 'Copilot Plus PC' branding from new Surface devices
Microsoft's new 12-inch Surface Pro and 13-inch Surface Laptop meet the technical specs for Copilot Plus PCs but are not being marketed under that name, Surface CVP Brett Ostrom confirmed to Windows Central. Qualcomm's Kedar Kondap indicated similar devices will likely drop the branding going forward too.
GoKawiil's interpretation of the reporting above, not reported fact.
The retreat suggests the AI-PC label failed to distinguish itself as most machines now meet its baseline hardware requirements, while its signature feature, Recall, drew criticism and Microsoft faced pushback for pushing AI features on users. With Nvidia chips reportedly coming to future Surface hardware and an October 7th Microsoft AI event looming, this could mark preparation for a rebranded push into on-device AI.
- New Surface Pro and Surface Laptop meet Copilot Plus specs but skip the branding
- Qualcomm's compute SVP suggests the label may disappear industry-wide
- Microsoft is expected to unveil new AI-PC messaging at an October 7th event
Source: theverge.com — Sean Hollister, 2026-09-24
Published there as: “Microsoft is killing off the ‘Copilot Plus PC’ brand”
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