Microsoft drops 'Copilot+ PC' branding for Surface devices

Microsoft is moving away from the 'Copilot+ PC' branding for its Surface line of laptops. Brett Ostrum, Corporate Vice President of Surface, confirmed that the company will no longer utilize this specific marketing label for future hardware releases. Introduced in mid-2024, the Copilot+ branding was intended to highlight PCs optimized for AI-driven tasks and integrated neural processing units. However, the branding failed to gain significant traction, and Microsoft has since begun reconfiguring its broader AI strategy, including the recent retirement of its Copilot mascot, Mico, and a revamp of the Copilot assistant itself. While Microsoft continues to invest heavily in artificial intelligence, the 'Copilot+ PC' moniker will not be part of its future product roadmap. This shift reflects a broader trend of the company refining its AI messaging as it competes with rivals like Google and Anthropic in an increasingly crowded market.