Microsoft has quietly dropped the Copilot+ branding from its new laptops. Brett Ostrum, the company's Surface CVP, confirmed the decision at Snapdragon Summit 2026, with the brand said to have been sidelined due to weak sales and negative perception.
Microsoft has quietly removed the Copilot+ branding from its new laptops. The brand was introduced in 2024 to distinguish devices with on-device AI capabilities from other products that lack an NPU or fail to meet the minimum requirement of 40+ TOPS (trillion operations per second). Microsoft Surface Corporate Vice President (CVP) Brett Ostrum confirmed the move in an interview during the Snapdragon Summit 2026 event.
Ostrum's statement officially confirmed that the brand has been discontinued. The decision came more than two years after Copilot+ was introduced.
Brand History and Sales Performance
When Microsoft announced the Copilot+ brand, it aimed to highlight devices equipped with on-device AI capabilities. However, the brand's launch was described in sources as a "disaster." Sales of Copilot+ PCs also fell short of expectations.
According to sources, compatible laptops accounted for less than 10 percent of total shipments in the third quarter of 2024. This weak sales performance is cited as one of the factors behind the decision to scale back the brand.
Microsoft and PC makers are said to have quietly moved away from the name because of the negative perception surrounding the Windows 11 AI PC brand.
