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INTERVIEW: Copilot+ PC branding is gone — and Microsoft isn’t saying much about why

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INTERVIEW: Copilot+ PC branding is gone — and Microsoft isn’t saying much about why

In 2024, Microsoft and Qualcomm kicked off a new category of Windows hardware it called "Copilot+ PCs" that set the baseline for a new wave of AI-first computers, and launched with exclusive features that would not be made available on PCs that didn't meet a new set of system requirements.

The launch didn't go smoothly. Copilot+ PCs were met with immediate backlash from security researchers after discovering that Copilot+ PCs blockbuster feature, Recall, was woefully insecure. This forced the company to delay Recall and ship this new category of devices without its leading AI experience.

This pretty much tarnished the Copilot+ PC brand, and over the last two years more and more OEMs have dropped the moniker from marketing materials and product names. In fact, even Microsoft has seemingly stopped mentioning it.

I've noticed that none of the Surface PCs launched in 2026 include the Copilot+ PC moniker in their product names, unlike the Surface PCs that launched in 2025 and before. Now, you have to go digging to find any mention of Copilot+ compatibility in specification sheets.

I had the chance to ask Surface CVP Brett Ostrum about the lack of Copilot+ PC branding on its recent Surface PCs, and he confirmed that "these are not called Copilot+ PCs. They do meet all the requirements of our previous bar for what Copilot+ devices are. We still lean into the narrative around AI on the edge and being able to have a hybrid solution out there."

I've also asked Qualcomm's SVP of compute, Kedar Kondap, about his thoughts on the usage of the Copilot+ PC branding.


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