Microsoft Retires the 'Copilot Plus PC' Brand
What Will Microsoft's Next Buzzword Be?
By Sean Hollister
Microsoft is officially phasing out the 'Copilot Plus PC' branding it introduced in 2024, signaling a shift in how the company markets AI-powered Windows devices. The move raises an obvious question: what will Microsoft's next buzzword be?
The End of an Era (Brief as It Was)
Launched in mid-2024 alongside Qualcomm's Snapdragon X Elite chips, 'Copilot Plus PC' was meant to denote a new class of laptops and desktops with dedicated neural processing units (NPUs) capable of running on-device AI features. These included the controversial Recall feature, live captions, and AI-powered image editing in Paint and Photos.
But the branding failed to gain traction. Consumers found it confusing, especially since 'Copilot' also refers to Microsoft's AI assistant, which is available on non-Copilot Plus PCs. Meanwhile, Intel and AMD quickly caught up with their own AI-capable chips, making the distinction less meaningful.
Why Microsoft Is Pulling the Plug
By 2026, the AI PC market has matured. NPUs are now standard in most new laptops, from budget models to high-end workstations. Microsoft's own Windows 11 updates have integrated AI features more deeply into the OS, regardless of hardware branding.
According to sources familiar with the matter, Microsoft will instead focus on promoting specific AI experiences—like Copilot Vision, Voice, and Recall—rather than a blanket hardware label. The company is also expected to unveil a new marketing campaign later this year that emphasizes 'AI-powered Windows' without the Plus PC suffix.
What This Means for Consumers
For current Copilot Plus PC owners, nothing changes immediately. The devices will continue to receive updates and AI features. However, future hardware may not carry the label, and retailers are already discounting existing stock.
If you're in the market for a new laptop, don't let the branding sway you. Look for devices with a capable NPU (40+ TOPS) and ample RAM—those will handle Microsoft's AI features well into 2027 and beyond.
The Bigger Picture
Microsoft's retreat from 'Copilot Plus PC' is a reminder that AI branding alone doesn't sell hardware. As the industry moves toward agentic AI and more natural interfaces, the focus will shift from labels to tangible benefits. Whether it's 'Windows AI' or something else entirely, expect Microsoft to keep experimenting.
One thing is certain: the buzzword cycle is far from over.
via The Verge