Microsoft abandons copilot+ pc branding for surface laptops

Microsoft has decided to discontinue the Copilot+ PC branding for its Surface laptops, as confirmed by Brett Ostrum, Chief Vice President of Surface, during Qualcomm's Snapdragon Summit 2026. Ostrum informed Windows Central that the branding will no longer be used for future Surface PCs. This decision follows the launch of Copilot+ PCs in mid-2024, which were marketed as the most intelligent Windows PCs ever built. Despite the high expectations, the Copilot+ branding did not achieve the desired success. Recently, Microsoft retired its animated mascot Mico, associated with the Copilot brand, and unveiled a revamped version of the Copilot AI assistant. With competitors like OpenAI, Anthropic, and Google actively shaping the AI market, Microsoft is recalibrating its AI strategy, and Copilot+ PCs will no longer be part of its plans. The Surface laptops launched this year did not use the Copilot+ branding, and it appears that upcoming products will follow the same trend. Microsoft's shift reflects a broader reconfiguration of its approach to AI, as it seeks to establish a distinct position in the competitive landscape.