Microsoft moves away from 'Copilot+ PC' branding for new Surface devices

Microsoft appears to be shifting its marketing strategy regarding its AI-focused hardware initiative. Since 2024, the company has heavily promoted the "Copilot+ PC" label to identify Windows systems capable of running local AI-accelerated workloads. However, this branding is notably absent from the latest Surface devices announced this week. In a statement to Windows Central, Brett Ostrum, corporate VP of Surface, confirmed that the new computers are not being marketed as Copilot+ PCs, even though they meet all the technical requirements for the designation. This decision suggests a potential pivot in how Microsoft communicates its AI hardware strategy to consumers, moving away from the specific branding that defined its previous push into AI-integrated computing. The move raises questions about whether the company will continue to use the label for third-party manufacturers or if the Copilot+ designation will be phased out entirely.