Microsoft has officially retired the Copilot+ PC brand for its new Surface devices. While the company is moving away from the specific marketing label, it will continue to integrate artificial intelligence capabilities into Windows 11 and its hardware lineup.
The transition became evident throughout 2026, as all new Surface models released by Microsoft this year launched without the Copilot+ PC designation. In contrast, the company actively utilized this branding for its devices throughout 2024 and 2025.
Brett Ostrum, Vice President of the Surface division, confirmed the decision to drop the label. Industry analysts suggest the branding failed to gain significant traction with consumers, with reports indicating that computers marketed under the Copilot+ banner underperformed in sales.
Despite the rebranding, the technical requirements for AI-ready hardware remain unchanged. Microsoft continues to emphasize the role of Neural Processing Units (NPU) capable of performing tens of trillions of operations per second to support AI agents and cloud-based features within the operating system.
