What happened
Microsoft announced that its new Surface Pro 12-inch (2nd Edition) and Surface Laptop 13-inch (2nd Edition) will not carry the 'Copilot+ PC' branding, even though they meet the technical specifications for the category. Brett Ostrum, corporate VP of Surface, confirmed to Windows Central that the devices are 'not called Copilot+ PCs' but still support AI on the edge. The devices Qualcomm Snapdragon X2 Plus processors with an 80 TOPS NPU, exceeding the previous 40 TOPS threshold. Qualcomm's SVP of noted that the goal was to define a category for NPU experiences, which is now being offered without the specific terminology. Microsoft's marketing page for Copilot+ PCs now redirects to a 'performance PCs' page where the label is less prominent.
Microsoft has officially dropped the 'Copilot+ PC' branding for its upcoming Surface Pro 12-inch (2nd Edition) and Surface Laptop 13-inch (2nd Edition), which are scheduled for release on October 13. According to Ars Technica, citing statements from Windows Central, these devices meet all the previous technical requirements for the Copilot+ PC label, including 16GB of RAM, 256GB of storage, and an NPU with at least 40 TOPS of performance.
Brett Ostrum, corporate VP of Surface, stated that the new devices 'are not called Copilot+ PCs' despite meeting the criteria. He emphasized that Microsoft continues to focus on the narrative of 'AI on the edge' and hybrid solutions. The devices are powered by Qualcomm Snapdragon X2 Plus processors, which include a Qualcomm Hexagon NPU rated at 80 TOPS, significantly exceeding the minimum 40 TOPS threshold established for the Copilot+ PC category.
Kedar Kondap, SVP of at Qualcomm, explained that the original purpose of the Copilot+ PC category was to define a specific class of devices capable of delivering NPU-based AI experiences. He noted that the industry is now offering these same experiences without strictly adhering to the 'Copilot+ PC' terminology. This suggests a shift from a rigid hardware certification label to a more flexible marketing approach for AI-capable Windows devices.
Microsoft's digital marketing footprint reflects this change. A Microsoft marketing page that previously described Copilot+ PCs as 'the fastest, most intelligent Windows PCs ever' now redirects to a page for 'performance PCs.' While the new page still mentions 'Copilot+ PCs,' the label is featured far less prominently, indicating a de-emphasis of the specific brand identity in favor of broader performance messaging.
Source details: arstechnica.com ↗
Why it matters
This shift signals a strategic rebranding of Microsoft's AI PC initiative, moving away from a specific product tier toward a broader 'performance PC' narrative. It suggests that the 'Copilot+' label may have failed to drive distinct consumer adoption or that Microsoft is consolidating its AI hardware messaging. For consumers, the hardware capabilities remain the same, but the marketing distinction is blurred. This move impacts how AI capabilities are perceived in the Windows ecosystem, potentially making it harder for users to identify devices optimized for local AI without relying on the previous clear-cut branding.
The removal of the 'Copilot+ PC' label marks a significant pivot in how Microsoft markets AI capabilities in its hardware lineup. By dropping the specific branding, Microsoft may be acknowledging that the label did not sufficiently differentiate these devices in the consumer market or that the technical requirements have become standard for high-end Windows laptops.
For consumers, this change means that the clear distinction between 'AI-ready' and standard Windows PCs is becoming less explicit. While the hardware specifications (such as the 80 TOPS NPU) remain robust for local AI , the lack of a unified branding strategy could lead to confusion about which devices are optimized for AI workloads. Users will need to look at specific hardware specs rather than a simple brand label to identify AI-capable machines.
This move also has implications for the broader PC industry. If Microsoft, the primary driver of the Copilot+ PC initiative, is moving away from the label, other OEMs may follow suit, potentially leading to a fragmentation of AI PC marketing. This could make it more difficult for third-party AI applications to target specific hardware capabilities without relying on a standardized certification.
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What to watch next
Monitor whether other PC manufacturers adopt similar branding changes or if Microsoft reintroduces a new label for AI-optimized hardware. Watch for updates to Windows AI features that might rely on the NPU capabilities previously associated with the Copilot+ PC tier. Observe if this rebranding affects the availability or pricing of AI-specific features in Windows 11.
Watch for whether Microsoft introduces a new branding or certification for AI-optimized Windows devices in the near future. The current 'performance PC' label is vague and may not provide the same clarity as the previous Copilot+ PC designation.
Monitor the rollout of Windows 11 AI features to see if they are gated behind specific hardware requirements that align with the old Copilot+ PC specs. If features are available on a wider range of devices, it may indicate that the NPU threshold is becoming less critical for Microsoft's AI strategy.
Observe how other PC manufacturers, such as Dell, HP, and Lenovo, respond to this branding change. If they also drop the Copilot+ PC label, it could signal a broader industry shift away from AI-specific hardware branding.