Microsoft is gradually moving away from the Copilot+ PC branding, which was introduced in 2024 in collaboration with Qualcomm. The initiative aimed to establish a new category of AI-first computers, characterized by specific hardware standards and a dedicated Copilot key.
The brand faced significant challenges following the launch, particularly due to security concerns surrounding the Recall feature. These issues forced the company to delay the rollout of the core AI functionality, which negatively impacted the reputation of the new product line.
Over the past two years, numerous OEM partners have begun removing the Copilot+ PC label from their marketing materials and product names. Microsoft has also reduced its emphasis on the branding, confirming that future Surface devices will no longer carry the designation.
Despite the shift in branding, Microsoft Surface Vice President Brett Ostrum confirmed that upcoming 2026 Surface models will continue to meet all previously established hardware requirements. Qualcomm Senior Vice President Kedar Kondaro noted that the term was originally intended to define a specific category and may no longer be necessary.
