Microsoft confirms that 2026 Surface PCs have dropped the Copilot+ PC branding, even though they meet all the requirements of Copilot+ devices

The "Copilot+ PC" brand is no longer used, making it harder to identify AI-focused computers by name.

Microsoft's Surface PCs launched in 2026 will no longer carry the "Copilot+ PC" branding, despite meeting all the technical requirements for such devices. This shift was confirmed by Brett Ostrum, Surface CVP, who stated that while the branding is dropped, the PCs will still offer AI-on-the-edge and hybrid solutions. The "Copilot+ PC" designation, introduced in 2024 with Qualcomm, aimed to establish a new category of AI-first computers with specific system requirements, including a 45 TOPS NPU. However, the brand faced early backlash due to security concerns with its flagship feature, Recall, which was subsequently delayed. This negative reception has led both Microsoft and other PC manufacturers (OEMs) to gradually phase out the "Copilot+ PC" moniker in marketing and product names, with NVIDIA also avoiding the term for its new RTX Spark platform. Qualcomm's SVP, Kedar Kondap, indicated the focus remains on delivering the underlying NPU experiences rather than the specific brand terminology.

The decision by Microsoft and its partners to retire the "Copilot+ PC" brand signifies a market response to negative perceptions, particularly stemming from security issues with the Recall feature. By continuing to offer the underlying AI capabilities without the tarnished branding, companies aim to rebuild trust and focus on the technology's benefits rather than a compromised marketing label. This move suggests a broader industry trend toward decoupling advanced AI features from specific, potentially problematic, marketing designations.

This pivot indicates that the PC industry is moving towards integrating AI functionalities more subtly, without relying on overarching brand campaigns that proved controversial. Consumers will likely see an increase in AI-powered features across various devices, but the explicit "Copilot+ PC" identifier will be absent, requiring them to look more closely at specifications to understand a device's AI capabilities. The focus shifts from a branded category to the actual performance and features delivered by the hardware.