Microsoft is scaling back the Copilot Plus PC brand it uses to describe Windows computers capable of running artificial intelligence features locally. The new 12-inch Surface Pro and 13-inch Surface Laptop models that meet the technical requirements are not being introduced under this name, while Brett Ostrom and Kedar Kondap also stated that the brand will not be used on the new devices. As the NPU hardware underpinning the label that stood out in 2024 has become widespread in high-end Windows computers, it has largely lost its distinguishing feature.
Why it matters
The decision not to use the label on the new Surface models shows that local artificial intelligence capabilities are no longer simply a marker distinguishing a particular class of computer. The growing prevalence of NPU hardware in high-end Windows computers makes it harder for users to rely on this brand alone when evaluating devices. This means that technical specifications and real-world differences in use are becoming more important, particularly for buyers who want to run artificial intelligence features on the device. However, the information currently available does not clarify whether Microsoft is abandoning the brand entirely or has simply chosen not to use it on new Surface products. Therefore, the open question is whether this change will remain limited to product naming or evolve into a more comprehensive retreat from the brand in the company’s overall strategy.
Background
Microsoft is not a new name in the FikirPilot archive: we have published 24 news stories mentioning the name in the last 90 days; the latest is dated September 24, 2026.