Microsoft quietly drops Copilot+ branding from new laptops
In the consumer electronics industry, branding can sometimes overshadow actual hardware capabilities, but occasionally, companies find it necessary to retreat when marketing slogans become a liability. It appears Microsoft is taking exactly that route. Two years after aggressively pushing the AI PC concept, the company has begun quietly removing the Copilot+ branding from its latest laptops, even though the hardware itself continues to meet the necessary standards for the category.
Hardware compliance vs. marketing labels
According to "Surface" CVP, the latest Surface devices fully satisfy the hardware requirements necessary to support AI features. This means they are still equipped with processors featuring dedicated Neural Processing Units (NPUs) capable of running local AI tasks. However, the controversial Copilot+ branding is no longer being used as a primary identifier on the devices or in official descriptions.
This move suggests an attempt to distance the hardware from the mixed reception of the brand itself. When Microsoft first introduced the Copilot+ category, the focus was on a revolutionary AI-driven user experience. In practice, however, some users found that the
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